Customer Equity : Measurement, Management and Research Opportunities
by Villanueva, Julian; Hanssens, Dominique M.Format: Paperback
Pub. Date: 2009-02-28
Publisher(s): Now Pub
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Summary
Customer Equity reviews current model's 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.
Table of Contents
| Introduction | p. 1 |
| Models to compute customer equity | p. 5 |
| Drivers of customer equity : the acquisition effort | p. 31 |
| Drivers of customer equity : customer retention | p. 41 |
| Drivers of customer equity : add-on selling | p. 65 |
| Marketing customization and customer equity maximization | p. 75 |
| Conclusions | p. 87 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
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