Handbook Of Research On Customer Equity In Marketing

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

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

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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 : Rajiv Grover
Publisher : SAGE
ISBN 13 : 141290997X
Total Pages : 721 pages
Book Rating : 4.76/5 ( download)

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Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

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

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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 : Linda D. Hollebeek
Publisher : Edward Elgar Publishing
ISBN 13 : 1788114892
Total Pages : 544 pages
Book Rating : 4.99/5 ( download)

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Download or read book Handbook of Research on Customer Engagement written by Linda D. Hollebeek and published by Edward Elgar Publishing. This book was released on 2019 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

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

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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 : David Bejou
Publisher : Routledge
ISBN 13 : 1317960270
Total Pages : 107 pages
Book Rating : 4.70/5 ( download)

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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 107 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the most important new concepts in marketing is customer equityhere’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 operationalas 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 : Roland T. Rust
Publisher : Edward Elgar Publishing
ISBN 13 : 0857938851
Total Pages : 629 pages
Book Rating : 4.55/5 ( download)

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Download or read book Handbook of Service Marketing Research written by Roland T. Rust and published by Edward Elgar Publishing. This book was released on 2014-02-28 with total page 629 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy

Author : Hajli, Nick
Publisher : IGI Global
ISBN 13 : 1466683546
Total Pages : 462 pages
Book Rating : 4.49/5 ( download)

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Download or read book Handbook of Research on Integrating Social Media into Strategic Marketing written by Hajli, Nick and published by IGI Global. This book was released on 2015-04-30 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Author : Keengwe, Jared
Publisher : IGI Global
ISBN 13 : 1799895688
Total Pages : 417 pages
Book Rating : 4.88/5 ( download)

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Download or read book Handbook of Research on Social Justice and Equity in Education written by Keengwe, Jared and published by IGI Global. This book was released on 2022-05-06 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is growing pressure on teachers and other educators to understand and adopt the best ways to work with the various races, cultures, and languages that diverse learners represent in the ever-increasing culturally-diverse learning environments. Establishing sound cross-cultural pedagogy is also critical given that racial, cultural, and linguistic integration has the potential to increase academic success for all learners. To that end, there is also a need for educators to prepare graduates who will better meet the needs of culturally diverse learners as well as support their students to become successful global citizens. The Handbook of Research on Social Justice and Equity in Education highlights cross-cultural perspectives, challenges, and opportunities pertaining to promoting cultural competence, equity, and social justice in education. It also explores multiple concepts of building a bridge from a monocultural pedagogical framework to cross-cultural knowledge. Covering topics such as diversity education and global citizenship, this major reference work is ideal for academicians, researchers, practitioners, policymakers, instructors, and students.