Company activities for managing customer equity

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity

In information technology era, databases are known asone of the most valuable resources for organizations, especially usedin database marketing. Customer Equity is a key concept in DatabaseMarketing which integrates customer acquisition, retention and development.From the perspective of customer equity, customers are theprimary source of both current and future cash-flows. Customer equitymodels...

7 What Drives Customer Equity

Business executives can answer such questions by focusing on customer equity—the total of the discounted lifetime values of all the firm’s customers. A strategy based on customer equity allows firms to trade off between customer value, brand equity, and customer relationship management. We have developed a new strategic framework, the Customer Equity Diagnostic, that reveals the key drivers inc...

Managing Customer Relationships

The customer relationship management (CRM) literature recognizes the long-run value of potential and current customers. Increased revenues, profits, and shareholder value are the result of marketing activities directed toward developing, maintaining, and enhancing successful company–customer relationships. These activities require an in-depth understanding of the underlying sources of value tha...

Managing Profitable Customer Relationships

Welcome to the exciting world of marketing. In this chapter, to start you off, we will first introduce you to the basic concepts. We’ll start with a simple question: What is marketing? Simply put, marketing is managing profitable customer relationships. The aim of marketing is to create value for customers and to capture value in return. Chapter 1 is organized around five steps in the marketing...