ENGLISH

Customer Equity: Measurement, Management and Research Opportunities (Foundations and Trends in Marketing)

By Dominique M. Hanssens , Julian Villanueva

Book information

Publisher
Now Publishers Inc
Year
2007
ISBN
1601980108, 9781601980106
DOI
10.1561/1700000002
LCC
HF5415.527 .V55 2007
Google Books ID
2cf6SsrJv20C
Open Library ID
OL23193013M
Language
english
Format
PDF
Filesize
706 kB (722649 bytes)
Series
Foundations and Trends in Marketing
Pages
110\110
Orientation
yes
Scanned
yes
Time added
2011-08-31 04:54:40

Description

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.

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