Foundations and Trends® in Marketing
CUSTOMER EQUITY
Measurement, Management and Research Opportunities
by Julian Villanueva (IESE Business School, Madrid, Spain) & Dominique M Hanssens (University of California, Los Angeles, USA)
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.
Published by Now Publishers and marketed by World Scientific
Contents:
- Introduction
- Models to Compute Customer Equity
- Drivers of Customer
Equity: The Acquisition Effort
- Drivers of Customer Equity: Customer Retention
- Drivers of Customer Equity: Add-on Selling
- Marketing Customization and Customer Equity Maximization
- Conclusions
- References
Readership: Graduate students, postgraduates and marketing professionals.
| 110pp |
Pub. date: Feb 2007 |
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