|aCustomer equity :|bbuilding and managing relationships as valuable assets /|cRobert C. Blattberg, Gary Getz, Jacquelyn S. Thomas.
|aBoston, Mass. :|bHarvard Business School Press,|cc2001.
|axix, 228 p. :|bill. ;|c24 cm.
|aIncludes bibliographical references and index.
|apt. 1. A new marketing system. Managing the customer as an asset -- Cornerstones of customer equity -- pt. 2. Customer strategies. Managing customer acquisition -- Managing customer retention -- Enhancing customer equity through add-on selling -- Optimizing customer equity -- pt. 3. Managing by customer equity. The marketing mix -- Customer equity accounting -- Organizing for customer equity -- The future of customer equity.