Edited by V Kumar, Ph.D. Lenny Distinguished Chair and Regents Professor of Marketing and Denish Shah, Ph.D. Assistant Professor of Marketing and Assistant Director, J. Mack Robinson College of Business, Georgia State University, US

‘This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.’

• Contents:Introduction: The Evolution of Customer EquityV. Kumar and Denish ShahPART 1: UNDERSTANDING AND MEASURING CUSTOMER EQUITY1. Drivers of Customer EquityRoland T. Rust, James Kim, Yue Dong, Tom J. Kim and Seoungwoo Lee2. Aggregate- and Individual-level Customer Lifetime ValueV. Kumar and Anita Pansari3. Simple Probability Models for Computing CLV and CEPeter S. Fader and Bruce G. S. Hardie4. Incorporating Dynamics in Customer Lifetime Value ModelsMichael Lewis5. The Value of Flexibility: Real Options and Customer Lifetime ValueMichael HaenleinPART II IDENTIFYING KEY DRIVERS TO AUGMENT CUSTOMER EQUITY6. Managing Customer Loyalty for Maximize Customer EquityWerner Reinartz and Maik Eisenbeiss7. Leveraging Product Returns to Maximize Customer EquityJ. Andrew Petersen and Eric T. Anderson8. Word-of-Mouth and Marketing Effects on Customer EquityDominique M. Hanssens, Julian Villanueva, and Shijin Yoo9. The Power of Customer ReferralsRobert P. Leone and Angeliki ChristodoulopoulouPART III: APPLYING THE CUSTOMER EQUITY CONCEPT FOR ENHANCING FIRM PERFORMANCE10. Customer Acquisition Strategies: A Customer Equity Management PerspectiveKay Peters, Peter C. Verhoef, and Manfred Krafft11. The Chain of Effects from Customer Satisfaction to Customer ProfitabilityTimothy L. Keiningham, Lerzan Aksoy, Yuliya A. Komarova and Mohammad Nejad12. Customer-lifetime-value-based Resource AllocationRajkumar Venkatesan13. Customer Mindset Metrics and Firm PerformanceShuba SrinivasanPART IV: STRATEGIC MANAGEMENT OF CUSTOMER EQUITY14. Risk Considerations in the Management of Customer EquityRuth N. Bolton and Crina O. Tarasi15. Co-Managing Brand Equity and Customer EquityAnita Luo, Donald R. Lehmann, Scott A. Neslin.16. Customer Equity Management – Opportunities and Threats from New Technologies Raji Srinivasan17. Stop Grouping and Start Regulating – A New Approach to Social Media MarketingV. Kumar, Nandini Krishnamoorthy and Gayatri ShuklaPART V: IMPLEMENTING CUSTOMER EQUITY IN FIRMS18. Implementing Marketing Return Metrics in OrganizationsDonald E. Sexton19. Interaction Orientation and Complaint HandlingGirish Ramani and George Knox20. Customer Equity ReportingThorsten Wiesel and Bernd SkieraConclusion: The Future of Customer EquityV. Kumar and Gayatri ShuklaIndex

Edited by V Kumar, Ph.D. Lenny Distinguished Chair and Regents Professor of Marketing and Denish Shah, Ph.D. Assistant Professor of Marketing and Assistant Director, J. Mack Robinson College of Business, Georgia State University, US

‘This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.’

• Contents:Introduction: The Evolution of Customer EquityV. Kumar and Denish ShahPART 1: UNDERSTANDING AND MEASURING CUSTOMER EQUITY1. Drivers of Customer EquityRoland T. Rust, James Kim, Yue Dong, Tom J. Kim and Seoungwoo Lee2. Aggregate- and Individual-level Customer Lifetime ValueV. Kumar and Anita Pansari3. Simple Probability Models for Computing CLV and CEPeter S. Fader and Bruce G. S. Hardie4. Incorporating Dynamics in Customer Lifetime Value ModelsMichael Lewis5. The Value of Flexibility: Real Options and Customer Lifetime ValueMichael HaenleinPART II IDENTIFYING KEY DRIVERS TO AUGMENT CUSTOMER EQUITY6. Managing Customer Loyalty for Maximize Customer EquityWerner Reinartz and Maik Eisenbeiss7. Leveraging Product Returns to Maximize Customer EquityJ. Andrew Petersen and Eric T. Anderson8. Word-of-Mouth and Marketing Effects on Customer EquityDominique M. Hanssens, Julian Villanueva, and Shijin Yoo9. The Power of Customer ReferralsRobert P. Leone and Angeliki ChristodoulopoulouPART III: APPLYING THE CUSTOMER EQUITY CONCEPT FOR ENHANCING FIRM PERFORMANCE10. Customer Acquisition Strategies: A Customer Equity Management PerspectiveKay Peters, Peter C. Verhoef, and Manfred Krafft11. The Chain of Effects from Customer Satisfaction to Customer ProfitabilityTimothy L. Keiningham, Lerzan Aksoy, Yuliya A. Komarova and Mohammad Nejad12. Customer-lifetime-value-based Resource AllocationRajkumar Venkatesan13. Customer Mindset Metrics and Firm PerformanceShuba SrinivasanPART IV: STRATEGIC MANAGEMENT OF CUSTOMER EQUITY14. Risk Considerations in the Management of Customer EquityRuth N. Bolton and Crina O. Tarasi15. Co-Managing Brand Equity and Customer EquityAnita Luo, Donald R. Lehmann, Scott A. Neslin.16. Customer Equity Management – Opportunities and Threats from New Technologies Raji Srinivasan17. Stop Grouping and Start Regulating – A New Approach to Social Media MarketingV. Kumar, Nandini Krishnamoorthy and Gayatri ShuklaPART V: IMPLEMENTING CUSTOMER EQUITY IN FIRMS18. Implementing Marketing Return Metrics in OrganizationsDonald E. Sexton19. Interaction Orientation and Complaint HandlingGirish Ramani and George Knox20. Customer Equity ReportingThorsten Wiesel and Bernd SkieraConclusion: The Future of Customer EquityV. Kumar and Gayatri ShuklaIndex

Edited by V Kumar, Ph.D. Lenny Distinguished Chair and Regents Professor of Marketing and Denish Shah, Ph.D. Assistant Professor of Marketing and Assistant Director, J. Mack Robinson College of Business, Georgia State University, US

‘This comprehensive Handbook makes the persuasive case that maximizing customer equity is a strategic imperative. This beautifully curated assembly of the best thinkers on this topic will give the reader a deeper understanding of the key elements of customer equity and valuable guidance on how to overcome the implementation challenges. Everything you need to know about customer equity is right here in one place.’

• Contents:Introduction: The Evolution of Customer EquityV. Kumar and Denish ShahPART 1: UNDERSTANDING AND MEASURING CUSTOMER EQUITY1. Drivers of Customer EquityRoland T. Rust, James Kim, Yue Dong, Tom J. Kim and Seoungwoo Lee2. Aggregate- and Individual-level Customer Lifetime ValueV. Kumar and Anita Pansari3. Simple Probability Models for Computing CLV and CEPeter S. Fader and Bruce G. S. Hardie4. Incorporating Dynamics in Customer Lifetime Value ModelsMichael Lewis5. The Value of Flexibility: Real Options and Customer Lifetime ValueMichael HaenleinPART II IDENTIFYING KEY DRIVERS TO AUGMENT CUSTOMER EQUITY6. Managing Customer Loyalty for Maximize Customer EquityWerner Reinartz and Maik Eisenbeiss7. Leveraging Product Returns to Maximize Customer EquityJ. Andrew Petersen and Eric T. Anderson8. Word-of-Mouth and Marketing Effects on Customer EquityDominique M. Hanssens, Julian Villanueva, and Shijin Yoo9. The Power of Customer ReferralsRobert P. Leone and Angeliki ChristodoulopoulouPART III: APPLYING THE CUSTOMER EQUITY CONCEPT FOR ENHANCING FIRM PERFORMANCE10. Customer Acquisition Strategies: A Customer Equity Management PerspectiveKay Peters, Peter C. Verhoef, and Manfred Krafft11. The Chain of Effects from Customer Satisfaction to Customer ProfitabilityTimothy L. Keiningham, Lerzan Aksoy, Yuliya A. Komarova and Mohammad Nejad12. Customer-lifetime-value-based Resource AllocationRajkumar Venkatesan13. Customer Mindset Metrics and Firm PerformanceShuba SrinivasanPART IV: STRATEGIC MANAGEMENT OF CUSTOMER EQUITY14. Risk Considerations in the Management of Customer EquityRuth N. Bolton and Crina O. Tarasi15. Co-Managing Brand Equity and Customer EquityAnita Luo, Donald R. Lehmann, Scott A. Neslin.16. Customer Equity Management – Opportunities and Threats from New Technologies Raji Srinivasan17. Stop Grouping and Start Regulating – A New Approach to Social Media MarketingV. Kumar, Nandini Krishnamoorthy and Gayatri ShuklaPART V: IMPLEMENTING CUSTOMER EQUITY IN FIRMS18. Implementing Marketing Return Metrics in OrganizationsDonald E. Sexton19. Interaction Orientation and Complaint HandlingGirish Ramani and George Knox20. Customer Equity ReportingThorsten Wiesel and Bernd SkieraConclusion: The Future of Customer EquityV. Kumar and Gayatri ShuklaIndex