Customer Equity Management

Author : Roland T. Rust
Publisher : Prentice Hall
ISBN 13 : 9780131419292
Total Pages : 552 pages
Book Rating : 4.93/5 ( download)

DOWNLOAD NOW!

Download or read book Customer Equity Management written by Roland T. Rust and published by Prentice Hall. This book was released on 2005 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a practical framework with applied cases, and award-winning research.

Author : V. Kumar
Publisher : Edward Elgar Publishing
ISBN 13 : 1781004986
Total Pages : 521 pages
Book Rating : 4.82/5 ( download)

DOWNLOAD NOW!

Download or read book Handbook of Research on Customer Equity in Marketing written by V. Kumar and published by Edward Elgar Publishing. This book was released on 2015-01-30 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizin

Author : David Bejou
Publisher : Routledge
ISBN 13 : 1317960262
Total Pages : 123 pages
Book Rating : 4.63/5 ( download)

DOWNLOAD NOW!

Download or read book Capturing Customer Equity written by David Bejou and published by Routledge. This book was released on 2014-06-11 with total page 123 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most important new concepts in marketing is customer equity—here’s the essential information you need to create and manage it! This book presents thought-provoking, cutting-edge writing on customer equity management. The editors and contributing authors are top international marketing researchers who share their expertise in this new area of marketing research and practice. Capturing Customer Equity: Moving from Products to Markets is designed to enable academics to chart out future research directions and to help marketers to apply recently developed frameworks to the creation and management of customer equity in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand. Capturing Customer Equity: Moving from Products to Markets is divided into five chapters: Developing Relationship Equity in International Markets This chapter delves into the realm of relationship marketing to define the term relationship equity and presents strategies for enhancing relationship equity in international markets via personal relationships as well as consistent processes and outcomes. This chapter, written by the editors and their partner Arun Sharma, also looks at specific implications for relationship marketing theory and practice in international markets. Dimension and Implementation Drivers of Customer Equity Management (CEM)—Conceptual Framework, Qualitative Evidence, and Preliminary Results of a Quantitative Study This chapter explores theoretical considerations as well as qualitative and quantitative research applying confirmatory factor analysis. It identifies three important dimensions of Customer Equity Management (CEM)—analytical, strategic, and operational—as well as three types of CEM implementation drivers, which represent determinants of the three CEM dimensions. Authors Manfred Bruhn, Dominik Georgi, and Karsten Hadwich present the measures they’ve developed for the CEM dimensions and drivers. These measures provide valuable help to practitioners and academics who need to understand how to manage and implement systematic customer equity management. A Network-Based Approach to Customer Equity Management This chapter, by René Algesheimer and Florian von Wangenheim, moves beyond the dyadic relationship marketing concept to present a theoretical framework for extending current thinking on customer equity towards the network perspective. Based on the current literature in social work, this chapter examines the characteristics that are likely to be powerful predictors of a customer’s network value. Practical implications are highlighted, and directions for further research are suggested. Strategies for Maximizing Customer Equity of Low Lifetime Value Customers The management of customer equity has become a major issue for many firms. This chapter examines strategies designed to assist firms in their relationships with customers who have low lifetime value. By examining the relevant literature as well as industry strategies, author Arun Sharma explores the reasons why “transactional” and “discount” customers have largely been ignored by marketing strategists, and proposes methods to enhance segment penetration and the performance of firms. Implications for managers are also highlighted. Customer Value-Based Entry Decision in International Markets: The Cnocept of International Added Customer Equity Market entry decisions are some of a firm’s most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This chapter, by Heiner Evanschitzky and Florian von Wange

Author : Robert C. Blattberg
Publisher : Harvard Business Press
ISBN 13 : 9780875847641
Total Pages : 228 pages
Book Rating : 4.41/5 ( download)

DOWNLOAD NOW!

Download or read book Customer Equity written by Robert C. Blattberg and published by Harvard Business Press. This book was released on 2001 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace. Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions.

Author : Julian Villanueva
Publisher : Now Publishers Inc
ISBN 13 : 1601980108
Total Pages : 109 pages
Book Rating : 4.06/5 ( download)

DOWNLOAD NOW!

Download or read book Customer Equity written by Julian Villanueva and published by Now Publishers Inc. This book was released on 2007 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : John E. Hogan
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.80/5 ( download)

DOWNLOAD NOW!

Download or read book Customer Equity Management written by John E. Hogan and published by . This book was released on 2002 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Valarie A. Zeithaml
Publisher : Simon and Schuster
ISBN 13 : 0743205901
Total Pages : 314 pages
Book Rating : 4.00/5 ( download)

DOWNLOAD NOW!

Download or read book Driving Customer Equity written by Valarie A. Zeithaml and published by Simon and Schuster. This book was released on 2001-02-21 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.

Author : Allison Hartsoe
Publisher : Dataforge Press
ISBN 13 : 9781737518105
Total Pages : 194 pages
Book Rating : 4.04/5 ( download)

DOWNLOAD NOW!

Download or read book The Age of Customer Equity: Data-Driven Strategies to Build a Sustainable Company written by Allison Hartsoe and published by Dataforge Press. This book was released on 2021-10-19 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every Customer Is Unique For many companies, large and small, customer data is a noisy mess. There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. The biggest problem is not the technical data silos but our inability to hear the humans behind the data, In The Age of Customer Equity, Allison Hartsoe helps you cut through the noise and gives you the tools you need to humanize your data to connect to the right customers at the right time. Interviews with customer-centric data leaders and case studies shine a light on the successes and struggles of data analytics leadership to give you a sense of reality and arm your strategic thinking. Hartsoe teaches you how to: Uncover customer behavior, identify opportunities to amplify marketing ROI, and optimize your opportunity costs Alight your teams to clear hurdles and create long-term 9- and 10-figure gains Spot the largest vulnerabilities in your company, diagnose what you need, and build a journey to a more powerful customer-centric future

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 pages
Book Rating : 4.85/5 ( download)

DOWNLOAD NOW!

Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Author : Spiros Gounaris
Publisher :
ISBN 13 : 9781606493380
Total Pages : 150 pages
Book Rating : 4.88/5 ( download)

DOWNLOAD NOW!

Download or read book Customer Equity Management written by Spiros Gounaris and published by . This book was released on 2014-10-15 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: The focus on new products development and brand-based strategies has led many companies to overlook the fact that, ultimately, revenues come from customers. Contrary to this practice, the concept of Customer Equity has been introduced in the marketing literature in order to highlight the significance of customers and customer relations for company performance. In short, the customer equity theory views customers as the company's most important asset and Marketing has the responsibility is to manage these assets in order to maximize customer lifetime value. This in turn allows management to directly link marketing activities with cash flows and profitability. Hence, there is a need for a customer-centric framework in order to enhance the companies' competitiveness through the management of customer equity based on the principals of portfolio analysis and management. The text provides comprehensive and practical coverage of: (1) the concept of customer equity and portfolio management, (2) the actions necessary to improve customer behavioral outcomes and improve cash flow and profitability (3) the criteria and metrics required to evaluate marketing initiatives and performance. Detailed, how-to chapters follow, addressing concepts as well as practices concerning successful customer equity management. Each chapter is supported by practical examples so as to offer a simple, easy to understand however scientifically reliable, guide on how a customer portfolio should be managed. The book is suitable for undergraduate and postgraduate students of business studies as well as marketers, senior executives and managers who seek ways to create and sustain successful relationships with the most attractive customers and, as a result, improve the company's competitive position.