Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy Hunting & Fishing ISBN13: 9780671027032 ISBN10: 0671027034 Material

ISBN13: 9780671027032 ISBN10: 0671027034 Material Type: paperback

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Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy Hunting & Fishing ISBN13: 9780671027032 ISBN10: 0671027034 MaterialIn their efforts to become more customer focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity", a strategic framework designed to maximize every firm's most