• 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