Risk considerations in the management of customer equity

Ruth Bolton, Crina O. Tarasi

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations
Original languageEnglish (US)
Title of host publicationHandbook of Research on Customer Equity in Marketing
PublisherEdward Elgar Publishing Ltd.
Pages335-362
Number of pages28
ISBN (Print)9781781004982, 9781781004975
DOIs
StatePublished - Jan 30 2015

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Cite this

Bolton, R., & Tarasi, C. O. (2015). Risk considerations in the management of customer equity. In Handbook of Research on Customer Equity in Marketing (pp. 335-362). Edward Elgar Publishing Ltd.. https://doi.org/10.4337/9781781004982.00023