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Different industries and different customer values require different resources : towards the marriage of strategic positioning theory and the resource-based view of the firm

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Handbook of research on customer equity in marketing

Kumar, V. (ed.); Shah, Denish (contributor) - 2015

"Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom...