Learn all about how the concept of brand equity will be replaced by a new concept – customer equity – in this guide by three customer service experts. In Driving Customer Equity: How Lifetime Customer Value is Reshaping Corporate Strategy, Roland T. Rust, Valerie Zeithaml and Katherine N. Lemon paint a picture of a world in which the customer is king. The authors explain how marketing's former focus on price, promotion, product and distribution will shift to measuring, managing and building customer equity in the future. | Driving Customer Equity by Roland T Rust, Hardcover | Indigo Chapters