Explain the difference between share of customer and customer equity. Why are these concepts important to marketers (?

Share of customer refers to the portion of a customer's total spending within a category that is captured by a specific brand or company, while customer equity represents the total value a company derives from its entire customer base over time. These concepts are important to marketers because understanding share of customer helps in strategizing to increase sales from existing customers, and customer equity provides insights into the long-term profitability and value of the customer relationship. By focusing on these metrics, marketers can tailor their approaches to enhance customer loyalty and drive sustainable growth.