Handbook Of Research On Customer Equity In Marketing

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Handbook of Research on Customer Equity in Marketing

Author : V. Kumar,Denish Shah
Publisher : Edward Elgar Publishing
Page : 528 pages
File Size : 50,9 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

Handbook of Service Marketing Research

Author : Roland T. Rust,Ming-Hui Huang
Publisher : Edward Elgar Publishing
Page : 629 pages
File Size : 40,9 Mb
Release : 2014-02-28
Category : Business & Economics
ISBN : 9780857938855

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Handbook of Service Marketing Research by Roland T. Rust,Ming-Hui Huang Pdf

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy

Handbook of Research on Customer Engagement

Author : Linda D. Hollebeek,David E. Sprott
Publisher : Edward Elgar Publishing
Page : 544 pages
File Size : 40,9 Mb
Release : 2019
Category : Business & Economics
ISBN : 9781788114899

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Handbook of Research on Customer Engagement by Linda D. Hollebeek,David E. Sprott Pdf

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Capturing Customer Equity

Author : David Bejou,R. Gopalkrishnan
Publisher : Routledge
Page : 123 pages
File Size : 43,6 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

Handbook on Research in Relationship Marketing

Author : Robert M. Morgan,Janet Turner Parish,George Deitz
Publisher : Edward Elgar Publishing
Page : 360 pages
File Size : 41,9 Mb
Release : 2015-01-30
Category : Business & Economics
ISBN : 9781783478637

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Handbook on Research in Relationship Marketing by Robert M. Morgan,Janet Turner Parish,George Deitz Pdf

The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, global services, technology and a variety of other contexts of practice. Academics, students, a

The Handbook of Marketing Research

Author : Rajiv Grover,Marco Vriens
Publisher : SAGE Publications
Page : 720 pages
File Size : 42,7 Mb
Release : 2006-06-23
Category : Business & Economics
ISBN : 9781506319452

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The Handbook of Marketing Research by Rajiv Grover,Marco Vriens Pdf

The Handbook of Marketing Research: Uses, Misuses, and Future Advances comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the Handbook addresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.

Handbook of Marketing and Finance

Author : Shankar Ganesan
Publisher : Edward Elgar Publishing
Page : 337 pages
File Size : 42,6 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781849806046

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Handbook of Marketing and Finance by Shankar Ganesan Pdf

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

Customer Equity

Author : Julian Villanueva,Dominique M. Hanssens
Publisher : Now Publishers Inc
Page : 109 pages
File Size : 53,5 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.

Customer Equity Management

Author : Roland T. Rust,Katherine N. Lemon,Das Narayandas
Publisher : Prentice Hall
Page : 552 pages
File Size : 51,7 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.

Driving Customer Equity

Author : Valarie A. Zeithaml,Katherine N Lemon,Roland T Rust
Publisher : Simon and Schuster
Page : 314 pages
File Size : 53,9 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.

Handbook of Research on Integrating Social Media into Strategic Marketing

Author : Hajli, Nick
Publisher : IGI Global
Page : 440 pages
File Size : 43,5 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466683549

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Handbook of Research on Integrating Social Media into Strategic Marketing by Hajli, Nick Pdf

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Handbook of Marketing Strategy

Author : Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher : Edward Elgar Publishing
Page : 529 pages
File Size : 46,8 Mb
Release : 2012
Category : Business & Economics
ISBN : 9781781005224

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Handbook of Marketing Strategy by Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton Pdf

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

The Handbook of Online Marketing Research: Knowing Your Customer Using the Net

Author : Joshua Grossnickle,Oliver Raskin
Publisher : McGraw Hill Professional
Page : 459 pages
File Size : 44,8 Mb
Release : 2000-10-02
Category : Business & Economics
ISBN : 9780071378451

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The Handbook of Online Marketing Research: Knowing Your Customer Using the Net by Joshua Grossnickle,Oliver Raskin Pdf

The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more.Now, just like larger companies, small– and medium–sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors.With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers’ needs.

Handbook of Marketing

Author : Barton A Weitz,Robin Wensley
Publisher : SAGE
Page : 610 pages
File Size : 48,5 Mb
Release : 2002-11-04
Category : Business & Economics
ISBN : 0761956824

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Handbook of Marketing by Barton A Weitz,Robin Wensley Pdf

NEW IN PAPERBACK 'The Handbook of Marketing is different... that Barton Weitz and Robin Wensley are its editors should suggest something out of the ordinary. A glance at the contributors (e.g., Wilkie. Webster, Day, Shocker, Keller, Hauser, Winer, Stewart. Parasuraman. Zeithaml) puts the matter to rest. The Handbook is an extraordinary effort. The blurb on the dust jacket is an understatement-the "Handbook will be invaluable to advanced undergraduates, graduate students, academics, and thoughtful practitioners in marketing"-the book is far more than that..... in short, the Handbook is probably invaluable to all academic researchers' - Journal of Marketing 'Handbook of Marketing is a rich compilation of thorough reviews in the field of marketing management. The editors have selected premier marketing scholars and have given them the opportunity to examine their area of expertise in a format much less confining than those provided by the major journals in the field. The authors have taken this opportunity and have done an outstanding job not only of reviewing and structuring the extensive body of thought in many major areas of marketing management but also of providing valuable suggestions for further research. They have brought together major contributions from the field of marketing and from other related disciplines. I strongly encourage marketing scholars to consider Handbook of Marketing. The text will certainly appeal to those with interests in marketing management; it may also be useful to those who are more focused on methodological issues but interested in topics that need additional, rigorous investigation.... In summary, Weitz and Wensley should be congratulated for the excellent work in developing Handbook of Marketing. The book fills a major void in the marketing literature on marketing management and will serve the discipline for many years to come' - Journal of Marketing Research 'This text achieves the rare goal of covering marketing clearly and deeply, with no unnecessary examples or pretty pictures. For the enquiring mind, it is a wonderful link between a basic knowledge of marketing concepts and a grasp of where research in marketing is taking us' - Ken Simmonds, Emeritus Professor of Marketing and International Business, London Business School The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. - A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics - With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise - Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing. International Advisory Board: Sonke Albers Christian-Albrechts-University of Kiel, Germany / Erin Anderson INSEAD, France / Rick Bagozzi Rice University, USA / Patrick Barwise London Business School / Rod Brodie University of Auckland / Anne T Coughlan Northwestern University / George Day University of Pennsylvania / Lars Gunnar-Mattsson Stockholm School of Economics / Hubert Gatignon INSEAD, France / Håkan Håkansson The Norwegian School of Management / Stephen J. Hoch University of Pennsylvania, USA / Kevin Keller Dartmouth College, USA / Donald Lehmann Columbia University, USA / Gilles Laurent HEC, France / Leonard Lodish University of Pennsylvania / Richard Lutz University of Florida / David Midgley INSEAD, France / David Montgomery Stanford University, USA / William Perreault University of North Carolina, USA / John Roberts Stanford University, USA / Allan Shocker University of Minnesota / Piet Vanden Abeele Vlerick Leuven Gent Management School, Belgium / Russell Winer University of California, Berkeley, USA / Dick Wittink Yale School of Management, USA

Handbook of Research on Social Justice and Equity in Education

Author : Keengwe, Jared
Publisher : IGI Global
Page : 417 pages
File Size : 46,5 Mb
Release : 2022-05-06
Category : Education
ISBN : 9781799895688

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Handbook of Research on Social Justice and Equity in Education by Keengwe, Jared Pdf

There is growing pressure on teachers and other educators to understand and adopt the best ways to work with the various races, cultures, and languages that diverse learners represent in the ever-increasing culturally-diverse learning environments. Establishing sound cross-cultural pedagogy is also critical given that racial, cultural, and linguistic integration has the potential to increase academic success for all learners. To that end, there is also a need for educators to prepare graduates who will better meet the needs of culturally diverse learners as well as support their students to become successful global citizens. The Handbook of Research on Social Justice and Equity in Education highlights cross-cultural perspectives, challenges, and opportunities pertaining to promoting cultural competence, equity, and social justice in education. It also explores multiple concepts of building a bridge from a monocultural pedagogical framework to cross-cultural knowledge. Covering topics such as diversity education and global citizenship, this major reference work is ideal for academicians, researchers, practitioners, policymakers, instructors, and students.