Practical - Framework - Applied - Cases - Award and Winning Research. Preface, Tools for Understanding and Analyzing Customer Equity, Introduction to Customer Equity Management Strategy, The Customer Equity Approach and the Customer Management Plan, Customer Equity Analysis, Measuring Customer Equity, Developing Strategies for Customer Equity Management, Customer Selection, Building and Managing Brand Equity, Building and Managing Value Equity, Managing Relationship Equity, Managing Customer Relationships Using Multiple Touch Points in Multi - Channel Settings, Measuring and Monitoring and Evaluating Customer Equity Management Strategy, Strategic Implementation: Investing for Maximum Impact, Managing Customer Profitability in Industrial Markets, The Role of CRM Technologies in Customer Management, How Customer Management is Changing Marketing, Index.