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Capturing Customer Equity: Moving from Products to Customers

By David Bejou (Editor), R. Gopalkrishnan (Editor)
eBook
$72.99
By David Bejou (Editor), R. Gopalkrishnan (Editor)
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One of the most important new concepts in marketing is customer equityhere’s the essential information you need to create and manage it!

This book presents thought-provoking, cutting-edge writing on customer equity management. The editors and contributing authors are top international marketing researchers who share their expertise in this new area of marketing research and practice. Capturing Customer Equity: Moving from Products to Markets is designed to enable academics to chart out futur...

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