Driving Customer Equity
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Author |
: Valarie A. Zeithaml |
Publisher |
: Simon and Schuster |
Total Pages |
: 314 |
Release |
: 2001-02-21 |
ISBN-10 |
: 9780743205900 |
ISBN-13 |
: 0743205901 |
Rating |
: 4/5 (00 Downloads) |
Synopsis Driving Customer Equity by : Valarie A. Zeithaml
In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.
Author |
: Robert C. Blattberg |
Publisher |
: Harvard Business Press |
Total Pages |
: 228 |
Release |
: 2001 |
ISBN-10 |
: 0875847641 |
ISBN-13 |
: 9780875847641 |
Rating |
: 4/5 (41 Downloads) |
Synopsis Customer Equity by : Robert C. Blattberg
What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace. Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions.
Author |
: David A. Aaker |
Publisher |
: Simon and Schuster |
Total Pages |
: 334 |
Release |
: 2009-12-01 |
ISBN-10 |
: 9781439188385 |
ISBN-13 |
: 1439188386 |
Rating |
: 4/5 (85 Downloads) |
Synopsis Managing Brand Equity by : David A. Aaker
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn
Author |
: Julian Villanueva |
Publisher |
: Now Publishers Inc |
Total Pages |
: 109 |
Release |
: 2007 |
ISBN-10 |
: 9781601980106 |
ISBN-13 |
: 1601980108 |
Rating |
: 4/5 (06 Downloads) |
Synopsis Customer Equity by : Julian Villanueva
Customer Equity 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.
Author |
: Roland T. Rust |
Publisher |
: |
Total Pages |
: 64 |
Release |
: 2001 |
ISBN-10 |
: IND:30000082014907 |
ISBN-13 |
: |
Rating |
: 4/5 (07 Downloads) |
Synopsis Driving Customer Equity by : Roland T. Rust
Author |
: V. Kumar |
Publisher |
: Edward Elgar Publishing |
Total Pages |
: 521 |
Release |
: 2015-01-30 |
ISBN-10 |
: 9781781004982 |
ISBN-13 |
: 1781004986 |
Rating |
: 4/5 (82 Downloads) |
Synopsis Handbook of Research on Customer Equity in Marketing by : V. Kumar
Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizin
Author |
: Thomas R. Duncan |
Publisher |
: Irwin Professional Publishing |
Total Pages |
: 314 |
Release |
: 1997 |
ISBN-10 |
: UOM:39076002126378 |
ISBN-13 |
: |
Rating |
: 4/5 (78 Downloads) |
Synopsis Driving Brand Value by : Thomas R. Duncan
As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.
Author |
: Roland T. Rust |
Publisher |
: Prentice Hall |
Total Pages |
: 552 |
Release |
: 2005 |
ISBN-10 |
: 0131419293 |
ISBN-13 |
: 9780131419292 |
Rating |
: 4/5 (93 Downloads) |
Synopsis Customer Equity Management by : Roland T. Rust
This book includes a practical framework with applied cases, and award-winning research.
Author |
: David Bejou |
Publisher |
: Routledge |
Total Pages |
: 123 |
Release |
: 2014-06-11 |
ISBN-10 |
: 9781317960263 |
ISBN-13 |
: 1317960262 |
Rating |
: 4/5 (63 Downloads) |
Synopsis Capturing Customer Equity by : David Bejou
One of the most important new concepts in marketing is customer equity—here’s the essential information you need to create and manage it! This book presents thought-provoking, cutting-edge writing on customer equity management. The editors and contributing authors are top international marketing researchers who share their expertise in this new area of marketing research and practice. Capturing Customer Equity: Moving from Products to Markets is designed to enable academics to chart out future research directions and to help marketers to apply recently developed frameworks to the creation and management of customer equity in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand. Capturing Customer Equity: Moving from Products to Markets is divided into five chapters: Developing Relationship Equity in International Markets This chapter delves into the realm of relationship marketing to define the term relationship equity and presents strategies for enhancing relationship equity in international markets via personal relationships as well as consistent processes and outcomes. This chapter, written by the editors and their partner Arun Sharma, also looks at specific implications for relationship marketing theory and practice in international markets. Dimension and Implementation Drivers of Customer Equity Management (CEM)—Conceptual Framework, Qualitative Evidence, and Preliminary Results of a Quantitative Study This chapter explores theoretical considerations as well as qualitative and quantitative research applying confirmatory factor analysis. It identifies three important dimensions of Customer Equity Management (CEM)—analytical, strategic, and operational—as well as three types of CEM implementation drivers, which represent determinants of the three CEM dimensions. Authors Manfred Bruhn, Dominik Georgi, and Karsten Hadwich present the measures they’ve developed for the CEM dimensions and drivers. These measures provide valuable help to practitioners and academics who need to understand how to manage and implement systematic customer equity management. A Network-Based Approach to Customer Equity Management This chapter, by René Algesheimer and Florian von Wangenheim, moves beyond the dyadic relationship marketing concept to present a theoretical framework for extending current thinking on customer equity towards the network perspective. Based on the current literature in social work, this chapter examines the characteristics that are likely to be powerful predictors of a customer’s network value. Practical implications are highlighted, and directions for further research are suggested. Strategies for Maximizing Customer Equity of Low Lifetime Value Customers The management of customer equity has become a major issue for many firms. This chapter examines strategies designed to assist firms in their relationships with customers who have low lifetime value. By examining the relevant literature as well as industry strategies, author Arun Sharma explores the reasons why “transactional” and “discount” customers have largely been ignored by marketing strategists, and proposes methods to enhance segment penetration and the performance of firms. Implications for managers are also highlighted. Customer Value-Based Entry Decision in International Markets: The Cnocept of International Added Customer Equity Market entry decisions are some of a firm’s most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions. This chapter, by Heiner Evanschitzky and Florian von Wange
Author |
: Rick DeLisi |
Publisher |
: John Wiley & Sons |
Total Pages |
: 262 |
Release |
: 2021-08-31 |
ISBN-10 |
: 9781119841906 |
ISBN-13 |
: 1119841909 |
Rating |
: 4/5 (06 Downloads) |
Synopsis Digital Customer Service by : Rick DeLisi
Digital Customer Service is the new standard for creating a 5-star customer experience As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. But the advent of Digital Customer Service (DCS) promises to make these interactions seamless and effortless by creating experiences that occur entirely on a customer's own screen, even in situations where it is preferable to speak to an agent. Digital Customer Service: Transforming Customer Experience for an On-Screen World traces the evolution of customer service—as well as the evolution of customer expectations and the underlying psychology that drives customer behavior - from the days of the first call centers in the 1980s all the way to today's digital world. Written for Customer Service and Customer Experience leaders as well as C-suite executives (CEOs, CFOs, CIOs), Digital Customer Service helps business leaders balance three critical priorities: Creating an excellent experience for customers that increases customer loyalty and profitability Driving down the cost of Customer Service/Support interactions, while increasing revenue through Sales interactions Moving quickly toward the goal of "digital transformation" We have discovered—in our research and our first-hand experience—that when companies commit to achieving true Digital Customer Service, they can make significant progress toward all three of these goals at once. Digital Customer Service provides the roadmap for how your company can get there. And when you do, who wins? EVERYONE.