Customer Equity: Building and Managing Relationships As Valuable Assets

Preface Acknowledgments Customer Management: A Quiz Part I A New Marketing System Chapter 1 Managing the Customer as an Asset Chapter 2 Cornerstones of Customer Equity Part II Customer Strategies Chapter 3 Managing Customer Acquisition Chapter 4 Managing Customer Retention Chapter 5 Enhancing Customer Equity through Add-on Selling Chapter 6 Optimizing Customer Equity Part III Managing by Customer Equity Chapter 7 The Marketing Mix Chapter 8 Customer Equity Accounting Chapter 9 Organizing for Customer Equity Chapter 10 The Future of Customer Equity Appendix Issues in Computing Customer Equity Notes Index About the Authors