The customer equity approach guides the marketing manager to make marketing decisions that enhance the firm's short-term profits-just for the next quarter or year.

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The customer equity approach guides the marketing manager to make marketing decisions that enhance the firm's long-term profits-not just for the next quarter or year.By estimating the impacts that different marketing strategies and marketing programs have on customer equity,a firm can make marketing decisions with long-run financial implications in mind.

The Customer Equity Approach Guides the Marketing Manager to Make