Handbook of Research on Customer Equity in Marketing

Editors Kumar and Shah present students, academics, researchers, and professionals working in a wide variety of contexts with a collection of academic articles and scholarly research that together provides a comprehensive guide to the concept of consumer equity and its application in a variety of contexts. The editors have organized the twenty-one contributions that make up the main body of their text in five parts devoted to understanding and measuring customer equity, identifying key drivers to augment customer equity, applying the customer equity concept to enhance firm performance, strategic management of customer equity, and implementing customer equity in firms. V. Kumar and Denish Shar are faculty members of Georgia State University. Annotation c2015 Ringgold, Inc., Portland, OR (protoview.com)

Edited by V Kumar, Ph.D. Lenny Distinguished Chair and Regents Professor of Marketing and Denish Shah, Ph.D. Assistant Professor of Marketing and Assistant Director, J. Mack Robinson College of Business, Georgia State University, US