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.
- ISBN13 9781601980106
- Publish Date 21 March 2007
- Publish Status Active
- Publish Country US
- Imprint now publishers Inc
- Format Paperback
- Pages 112
- Language English
- URL https://nowpublishers.com/article/Details/MKT-002