Customer Equity - Measurement, Management and Research Opportunities
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.
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