Customer Equity Management with Software - Tapa blanda

"The approach of this textbook is very original and of great interest both to academics and practitioners. This textbook is a must for everyone seriously interested in marketing." - Universite de Neuchatel Reviewer "The book is written in a clear and simple style. It clearly fits managers and undergraduates." - Tel-Aviv University reviewer "[Customer Equity Management] gives models and tools for analyzing your customer base and managing them for profits. Practical! Easy to understand tools." - Lyndon State College reviewer "It is very clear and effective writing. The authors should be congratulated for it." - Universite de Neuchatel Reviewer

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.