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Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy
Roland T. Rust,Valarie A. Zeithaml,Katherine N. Lemon +2 more
- 27 Jun 2000
735
TL;DR: In this article, the authors present a framework for customer equity in the context of product development and marketing, and evaluate the impact of customer equity on the company's financial performance and its financial impact.
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Abstract: Contents Preface Acknowledgments Part I Beyond Brand Equity 1. The Case for Customer Equity 2. The Profitable Product Death Spiral 3. The True Lifetime Value of the Customer Part II The Customer Equity Framework 4. A Framework for Customer Equity 5. Driving Value Equity 6. Driving Brand Equity 7. Driving Retention Equity Part III Customer-Centered Strategy 8. Measuring Customer Equity 9. Evaluating Financial Impact 10. Strategic Analysis Part IV Managing Customer Equity 11. The Customer Pyramid 12. Managing the Customer Pyramid 13. Customer Alchemy 14. The Internet as the Ultimate Customer Equity Tool 15. The Customer Equity Corporation Appendices 3.1 Obtaining the Lifetime Value 8.1 Example of Customer Survey 10.1 Calculating the Importance of Customer Equity Drivers Notes Index About the Authors
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Relating Brand and Customer Perspectives on Marketing Management
Tim Ambler,C. B. Bhattacharya,Julie A. Edell,Kevin Lane Keller,Katherine N. Lemon,Vikas Mittal +5 more
TL;DR: In this article, the authors examine the relationship between the two assets and perspectives in terms of similarities and differences and discuss key issues researchers and practitioners should consider in managing marketing assets, particularly for multibrand companies.
322