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Title: First rate and highly practical
Review: Want to know about customer equity this is it, the definitive guide. Full of enough detail to put into practice, a revelation of a business book.The central idea of a customer as an asset is clearly explained - with actual calculations! Then a framework is developed for putting the central idea into practice.Almost unique amongst modern business books, this one shows you how to do something difficult in practice, it takes the trouble to show enough detail without being boring.For more on same theme, try:- Marketing and the Bottom Line (ISBN: 0273661949)- Marketing Payback (ISBN: 0273688847)
