Publisher's Synopsis
For Customer Relationship Management (CRM) courses at MBA and advanced undergraduate levels. Also suitable as a supplement for Marketing Strategy and Marketing Management courses.
This concise new textbook by a team of award winning professors presents the concepts and analytic tools necessary to understand customer equity management. It's organized around a simple framework, the Strategic Customer Equity Management plan for developing profitable marketing strategies. Applied in its orientation, it contains a variety of practical tools including two cases on CD that use analytic software developed by the authors.
