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. It 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. This is important reading for marketing managers, marketing researchers, scholars and students.
Product Identifiers
Publisher
Now Publishers Inc
ISBN-13
9781601980106
eBay Product ID (ePID)
106240799
Product Key Features
Book Title
Customer Equity: Measurement, Management and Research Opportunities