Measurement, Management and Research Opportunities
Customer Equity can help management: .allocate marketing spending for long-term profitability, .understand the connection between budgets, metrics and financial performance, .provide a customer focused approach for measuring firm value, .improve the productivity of CRM platforms by providing frameworks, tools and metrics Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms. The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling. Customer Equity is important reading for marketing managers, marketing researchers, scholars and students."
- ISBN 13 : 1601980108
- ISBN 10 : 9781601980106
- Judul : Customer Equity
- Sub Judul : Measurement, Management and Research Opportunities
- Pengarang : Julian Villanueva, Dominique M. Hanssens,
- Kategori : Business & Economics
- Penerbit : Now Publishers Inc
- Bahasa : en
- Tahun : 2007
- Halaman : 99
- Halaman : 99
- Google Book : http://books.google.com/books?id=2cf6SsrJv20C&dq=intitle:customer&hl=&source=gbs_api
The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling.