Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy
by Roland Rust, Valarie Zeithaml, Katherine Lemon
Explores how customer lifetime value metrics can transform corporate strategy and guide more profitable, customer-focused business decisions.
About This Book
Driving Customer Equity presents a framework for measuring and managing customer lifetime value as a core business asset.
The authors outline how companies can shift from product-centric to customer-centric strategies using data-driven insights.
Readers will learn methods for calculating customer equity and aligning marketing investments with long-term profitability.
The book emphasizes practical approaches for integrating customer value metrics into corporate decision-making processes.
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