Driving Customer Equity

Author : Valarie A. Zeithaml,Katherine N Lemon,Roland T Rust
Publisher : Simon and Schuster
Page : 314 pages
File Size : 44,9 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 : Roland T. Rust
Publisher : Unknown
Page : 64 pages
File Size : 55,5 Mb
Release : 2001
Category : Brand loyalty
ISBN : IND:30000082014907

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Driving Customer Equity by Roland T. Rust Pdf

Author : Robert C. Blattberg,Gary Getz,Jacquelyn S. Thomas
Publisher : Harvard Business Press
Page : 228 pages
File Size : 44,7 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 : V. Kumar,Denish Shah
Publisher : Edward Elgar Publishing
Page : 528 pages
File Size : 49,7 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 : Roland T. Rust,Katherine N. Lemon,Das Narayandas
Publisher : Prentice Hall
Page : 552 pages
File Size : 44,8 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 : Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti
Publisher : IGI Global
Page : 366 pages
File Size : 41,6 Mb
Release : 2017-09-13
Category : Business & Economics
ISBN : 9781522529224

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Driving Customer Appeal Through the Use of Emotional Branding by Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti Pdf

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Author : Julian Villanueva,Dominique M. Hanssens
Publisher : Now Publishers Inc
Page : 109 pages
File Size : 54,7 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 : Malini Majumdar
Publisher : GRIN Verlag
Page : 25 pages
File Size : 50,6 Mb
Release : 2009-11-23
Category : Business & Economics
ISBN : 9783640477173

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Towards Customer Equity: should marketers shift focus from brand equity? by Malini Majumdar Pdf

Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, , language: English, abstract: A strong brand, having high brand equity generates higher revenue for the company. Brand Equity, as evidenced, results from a strong mental association that the customer links with the brand. It can be considered as the sum of customers’ assessments of a brand’s intangible qualities. Therefore, it cannot be a true measure of the marketing efforts of a company, though it was perceived so long to be so. Customer Equity, of late, has been identified as a basis to build powerful customer-centric marketing programs, which are more effective in highly competitive business scenario. There are three drivers of customer equity—value equity, brand equity, and relationship equity. Today's turbulent business environment is in requirement of maximizing the value of a company's customer assets. This stresses further the importance of focusing on Customer Equity as a customer-centric approach, rather than on Brand Equity, basically a product-centered approach.

Author : David Bejou,R. Gopalkrishnan
Publisher : Routledge
Page : 123 pages
File Size : 47,8 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 : David A. Aaker
Publisher : Simon and Schuster
Page : 336 pages
File Size : 49,6 Mb
Release : 2009-12-01
Category : Business & Economics
ISBN : 9781439188385

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Managing Brand Equity by David A. Aaker Pdf

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 : Paul P. Maglio,Cheryl A. Kieliszewski,James C. Spohrer
Publisher : Springer Science & Business Media
Page : 758 pages
File Size : 42,5 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 : Thomas R. Duncan,Sandra Ernst Moriarty
Publisher : Irwin Professional Publishing
Page : 316 pages
File Size : 46,8 Mb
Release : 1997
Category : Brand name products
ISBN : UOM:39076002126378

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Driving Brand Value by Thomas R. Duncan,Sandra Ernst Moriarty Pdf

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 : Alan Wilson,Valarie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Publisher : McGraw Hill
Page : 558 pages
File Size : 55,9 Mb
Release : 2016-01-16
Category : Business & Economics
ISBN : 9780077169329

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EBOOK: Services Marketing: Integrating Customer Focus Across the Firm by Alan Wilson,Valarie Zeithaml,Mary Jo Bitner,Dwayne Gremler Pdf

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today. New and updated material in this new edition include: · - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field · - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships · - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner

Author : Sunil Gupta
Publisher : Harvard Business Press
Page : 327 pages
File Size : 42,9 Mb
Release : 2018-07-24
Category : Computers
ISBN : 9781633692695

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Driving Digital Strategy by Sunil Gupta Pdf

Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides.

Author : Alan Wilson,Valarie Zeithaml,Mary Jo Bitner,Dwayne Gremler
Publisher : McGraw Hill
Page : 539 pages
File Size : 44,5 Mb
Release : 2020-10-07
Category : Business & Economics
ISBN : 9781526847812

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EBK: Services Marketing: Integrating Customer Service Across the Firm 4e by Alan Wilson,Valarie Zeithaml,Mary Jo Bitner,Dwayne Gremler Pdf

Successful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service strategies for competitive advantage are key to their success. In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive Gaps model at the center of this approach. The new edition draws on the most recent research, and using up-todate and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today. New and updated material in this new edition includes: • New content related to human resource strategies, including coverage of the role of robots and chatbots for delivering customer-focused services. • New coverage on listening to customers through research, big data, netnography and monitoring user-generated content. • Increased technology, social media and digital coverage throughout the text, including the delivery of services using mobile and digital platforms, as well as through the Internet of Things. • Brand new examples and case studies added from global and innovative companies including Turkish Airlines, Volvo, EasyJet and McDonalds. Available with McGraw-Hill’s Connect®, the well-established online learning platform, which features our award-winning adaptive reading experience as well as resources to help faculty and institutions improve student outcomes and course delivery efficiency.