Customer Equity Analyses

Author : Kay-Oliver Bunn
Publisher : GRIN Verlag
Page : 89 pages
File Size : 42,6 Mb
Release : 2009-04
Category : Electronic
ISBN : 9783640316298

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Customer Equity Analyses by Kay-Oliver Bunn Pdf

Diploma Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: Corporate management today is exposed to an area of conflict that allows only limited latitude. On the one hand, top management is regularly faced with the company owners' requests for an appropriate return on equity or Shareholder Value, a request that executives of public companies are mostly obliged to by contract: "Corporate Mission Statements proclaiming the responsibility of management is to maximize shareholder's total return via dividends and increases in the market price of the company's shares around." On the other hand, increasingly mature and well informed customers demand more and more customized goods for their individual requirements and are often known to change their buying behavior quickly. This behavior forces many organizations to an uncompromising orientation towards Customer Value, and a strict customer focus in both corporate planning and management, in order to further develop competitive advantages and to satisfy and retain valuable customers. This is particularly true for middle and lower management. Hence value creation for customers finds itself opposed to value creation for shareholders. A conflict that appears to find its resolution only in a consequent consideration of customer relationships as investment objects, whose continuation or intensification must be justified through an evaluation of economic efficiency. Against this background, systematic customer valuations become indispensable in order to obtain segmented and efficient market development and to enable a supplier to substantially ensure the availability of the critical resource customers. Based on the fundamentals of value-based management theory, value-based marketing and the reciprocal character of customer orientation, the author examines the coheren

Author : Kay-Oliver Bunn
Publisher : GRIN Verlag
Page : 85 pages
File Size : 47,6 Mb
Release : 2009-04-20
Category : Business & Economics
ISBN : 9783640312375

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Customer Equity Analyses by Kay-Oliver Bunn Pdf

Diploma Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: Corporate management today is exposed to an area of conflict that allows only limited latitude. On the one hand, top management is regularly faced with the company owners’ requests for an appropriate return on equity or Shareholder Value, a request that executives of public companies are mostly obliged to by contract: “Corporate Mission Statements proclaiming the responsibility of management is to maximize shareholder’s total return via dividends and increases in the market price of the company’s shares around.” On the other hand, increasingly mature and well informed customers demand more and more customized goods for their individual requirements and are often known to change their buying behavior quickly. This behavior forces many organizations to an uncompromising orientation towards Customer Value, and a strict customer focus in both corporate planning and management, in order to further develop competitive advantages and to satisfy and retain valuable customers. This is particularly true for middle and lower management. Hence value creation for customers finds itself opposed to value creation for shareholders. A conflict that appears to find its resolution only in a consequent consideration of customer relationships as investment objects, whose continuation or intensification must be justified through an evaluation of economic efficiency. Against this background, systematic customer valuations become indispensable in order to obtain segmented and efficient market development and to enable a supplier to substantially ensure the availability of the critical resource customers. Based on the fundamentals of value-based management theory, value-based marketing and the reciprocal character of customer orientation, the author examines the coherence between Customer Equity and Shareholder Value and discusses how and to what extent it can become an appropriate management performance indicator for value-oriented customer relationship management. Furthermore, a selection of some of the most important monetary and non-monetary value potentials of customer relationships are characterized and interpreted. The author concludes with a critical discussion of the applicabilities and limitations of a wide array of uni-dimensional, multi-dimensional and process-oriented Customer Equity models that are suggested to give marketers and managers a better understanding of the fundamental question for the contributions of marketing to organizational performance.

Author : Valarie A. Zeithaml,Katherine N Lemon,Roland T Rust
Publisher : Simon and Schuster
Page : 314 pages
File Size : 49,9 Mb
Release : 2001-02-21
Category : Business & Economics
ISBN : 9780743205900

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Driving Customer Equity by Valarie A. Zeithaml,Katherine N Lemon,Roland T Rust Pdf

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 : David Bejou,R. Gopalkrishnan
Publisher : Routledge
Page : 123 pages
File Size : 45,6 Mb
Release : 2014-06-11
Category : Business & Economics
ISBN : 9781317960263

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Capturing Customer Equity by David Bejou,R. Gopalkrishnan Pdf

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 : Julian Villanueva,Dominique M. Hanssens
Publisher : Now Publishers Inc
Page : 109 pages
File Size : 55,5 Mb
Release : 2007
Category : Business & Economics
ISBN : 9781601980106

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Customer Equity by Julian Villanueva,Dominique M. Hanssens Pdf

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 : Allison Hartsoe
Publisher : Dataforge Press
Page : 194 pages
File Size : 54,7 Mb
Release : 2021-10-19
Category : Business & Economics
ISBN : 1737518104

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The Age of Customer Equity: Data-Driven Strategies to Build a Sustainable Company by Allison Hartsoe Pdf

Every Customer Is Unique For many companies, large and small, customer data is a noisy mess. There are problems across the ecosystem from partners to page views and from KPIs to campaign tracking. The biggest problem is not the technical data silos but our inability to hear the humans behind the data, In The Age of Customer Equity, Allison Hartsoe helps you cut through the noise and gives you the tools you need to humanize your data to connect to the right customers at the right time. Interviews with customer-centric data leaders and case studies shine a light on the successes and struggles of data analytics leadership to give you a sense of reality and arm your strategic thinking. Hartsoe teaches you how to: Uncover customer behavior, identify opportunities to amplify marketing ROI, and optimize your opportunity costs Alight your teams to clear hurdles and create long-term 9- and 10-figure gains Spot the largest vulnerabilities in your company, diagnose what you need, and build a journey to a more powerful customer-centric future

Author : V. Kumar,Denish Shah
Publisher : Edward Elgar Publishing
Page : 521 pages
File Size : 55,9 Mb
Release : 2015-01-30
Category : Business & Economics
ISBN : 9781781004982

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Handbook of Research on Customer Equity in Marketing by V. Kumar,Denish Shah Pdf

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 : BusinessNews Publishing,
Publisher : Primento
Page : 27 pages
File Size : 49,5 Mb
Release : 2014-10-28
Category : Business & Economics
ISBN : 9782511019733

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Summary: Return on Customer by BusinessNews Publishing, Pdf

The must-read summary of Don Peppers and Martha Rogers' book: "Return on Customer: Creating Maximum Value from Your Scarcest Resource". This complete summary of the ideas from Don Peppers and Martha Rogers' book "Return on Customer" presents their concept of the same name, which is a new business metric designed to measure the amount of value that a business creates by acquiring, retaining and then growing its customer base. In their book, the authors explain what causes your ROC (Return on Customer) to be negative, and how you can make changes to ensure that it is positive and value is being created. This summary provides readers with seven reasons why they should use Return on Customer as a management metric and the benefits this could bring for your business. Added-value of this summary: • Save time • Understand key concepts • Expand your business knowledge To learn more, read "Return on Customer" and discover the new way to measure your business success and add value.

Author : Roland T. Rust,Katherine N. Lemon,Das Narayandas
Publisher : Prentice Hall
Page : 552 pages
File Size : 52,6 Mb
Release : 2005
Category : Customer equity
ISBN : 0131419293

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Customer Equity Management by Roland T. Rust,Katherine N. Lemon,Das Narayandas Pdf

This book includes a practical framework with applied cases, and award-winning research.

Author : Douglas C. West,John Battice Ford,Essam Ibrahim
Publisher : Oxford University Press, USA
Page : 595 pages
File Size : 46,9 Mb
Release : 2015
Category : Lærebøger
ISBN : 9780199684090

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Strategic Marketing by Douglas C. West,John Battice Ford,Essam Ibrahim Pdf

This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.

Author : Robert C. Blattberg,Gary Getz,Jacquelyn S. Thomas
Publisher : Harvard Business Press
Page : 228 pages
File Size : 42,8 Mb
Release : 2001
Category : Business & Economics
ISBN : 0875847641

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Customer Equity by Robert C. Blattberg,Gary Getz,Jacquelyn S. Thomas Pdf

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 : Douglas West,John Ford,Essam Ibrahim
Publisher : Oxford University Press, USA
Page : 613 pages
File Size : 55,5 Mb
Release : 2010-03-25
Category : Business & Economics
ISBN : 9780199556601

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Strategic Marketing by Douglas West,John Ford,Essam Ibrahim Pdf

This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.

Author : Siska Noviaristanti
Publisher : CRC Press
Page : 379 pages
File Size : 41,6 Mb
Release : 2020-09-15
Category : Business & Economics
ISBN : 9781000260564

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Contemporary Research on Business and Management by Siska Noviaristanti Pdf

This book contains selected papers presented at the 3rd International Seminar of Contemporary Research on Business and Management (ISCRBM 2019), which was organized by the Alliance of Indonesian Master of Management Program (APMMI) and held in Jakarta, Indonesia on 27-29th November 2019. It was hosted by the Master of Management Program Indonesia University and co-hosts Airlangga University, Sriwijaya University, Trunojoyo University of Madura, and Telkom University, and supported by Telkom Indonesia and Triputra. The seminar aimed to provide a forum for leading scholars, academics, researchers, and practitioners in business and management area to reflect on current issues, challenges and opportunities, and to share the latest innovative research and best practice. This seminar brought together participants to exchange ideas on the future development of management disciplines: human resources, marketing, operations, finance, strategic management and entrepreneurship.

Author : Paul P. Maglio,Cheryl A. Kieliszewski,James C. Spohrer
Publisher : Springer Science & Business Media
Page : 758 pages
File Size : 46,8 Mb
Release : 2010-06-14
Category : Business & Economics
ISBN : 9781441916280

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Handbook of Service Science by Paul P. Maglio,Cheryl A. Kieliszewski,James C. Spohrer Pdf

As the service sector expands into the global economy, a new science of service is emerging, one that is dedicated to encouraging service innovation by applying scientific understanding, engineering discipline, and management practice to designing, improving, and scaling service systems. Handbook of Service Science takes the first major steps to clarifying the definition, role, and future of this nascent field. Incorporating work by scholars from across the spectrum of service research, the volume presents multidisciplinary perspectives on the nature and theory of service, on current research and practice in design, operations, delivery, and innovation of service, and on future opportunities and potential of service research. Handbook of Service Science provides a comprehensive reference suitable for a wide-reaching audience including researchers, practitioners, managers, and students who aspire to learn about or to create a deeper scientific foundation for service design and engineering, service experience and marketing, and service management and innovation.

Author : Roland T. Rust
Publisher : Unknown
Page : 64 pages
File Size : 43,5 Mb
Release : 2001
Category : Brand loyalty
ISBN : IND:30000082014907

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Driving Customer Equity by Roland T. Rust Pdf