Customer Equity: Measurement, Management and Research Opportunities (Foundations and Trends in Marketing)
Julian Villanueva, Dominique M. Hanssens
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.
Catégories:
Année:
2007
Editeur::
Now Publishers Inc
Langue:
english
Pages:
110
ISBN 10:
1601980108
Collection:
Foundations and Trends in Marketing
Fichier:
PDF, 706 KB
IPFS:
,
english, 2007