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Measurement, Management and Research Opportunities
出版Now Publishers Inc, 2007
主題Business & Economics / Customer RelationsBusiness & Economics / Marketing / GeneralBusiness & Economics / International / MarketingBusiness & Economics / Marketing / ResearchBusiness & Economics / Sales & Selling / General
ISBN16019801089781601980106
URLhttp://books.google.com.hk/books?id=2cf6SsrJv20C&hl=&source=gbs_api
EBookSAMPLE
註釋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, and 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.