Editors Kumar and Shah present students, academics, researchers, and professionals working in a wide variety of contexts with a collection of academic articles and scholarly research that
together provides a comprehensive guide to the concept of consumer equity and its application in a variety of contexts. The editors have organized the twenty-one contributions that make up the
main body of their text in five parts devoted to understanding and measuring customer equity, identifying key drivers to augment customer equity, applying the customer equity concept to enhance
firm performance, strategic management of customer equity, and implementing customer equity in firms. V. Kumar and Denish Shar are faculty members of Georgia State University. Annotation ©2015
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