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eBay-Artikelnr.:145124798589
Artikelmerkmale
- Artikelzustand
- Neuwertig
- Hinweise des Verkäufers
- Binding
- Hardcover
- Weight
- 1 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9780684864662
- Book Title
- Driving Customer Equity : How Customer Lifetime Value Is Reshaping Corporate Strategy
- Item Length
- 9.2 in
- Publisher
- Free Press
- Publication Year
- 2000
- Format
- Hardcover
- Language
- English
- Illustrator
- Yes
- Item Height
- 1 in
- Genre
- Business & Economics
- Topic
- Marketing / General, Consumer Behavior, Customer Relations, General
- Item Width
- 6.1 in
- Item Weight
- 19.6 Oz
- Number of Pages
- 304 Pages
Über dieses Produkt
Product Information
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.
Product Identifiers
Publisher
Free Press
ISBN-10
0684864665
ISBN-13
9780684864662
eBay Product ID (ePID)
1628944
Product Key Features
Book Title
Driving Customer Equity : How Customer Lifetime Value Is Reshaping Corporate Strategy
Format
Hardcover
Language
English
Topic
Marketing / General, Consumer Behavior, Customer Relations, General
Publication Year
2000
Illustrator
Yes
Genre
Business & Economics
Number of Pages
304 Pages
Dimensions
Item Length
9.2 in
Item Height
1 in
Item Width
6.1 in
Item Weight
19.6 Oz
Additional Product Features
Lc Classification Number
Hf5415.5.R87 2000
Reviews
Don Peppers and Martha RogersPartners, Peppers and Rogers GroupRead this book before your competitors do. It will help you get a handle on customer value and loyalty as must-know metrics in the new economy., Serban TeodorescoVP Operations, DiverseyLever Consulting, Unilever GroupAn insightful and powerful new model for establishing clear strategic priorities. Faced with fast wealth migration in their industry and customers with more options than ever, companies will need such models if they want to remain competitive., Don Peppers and Martha Rogers Partners, Peppers and Rogers Group Read this book before your competitors do. It will help you get a handle on customer value and loyalty as must-know metrics in the new economy., David K. Findlay CEO, DuPont Flooring Systems, Inc. Driving Customer Equity puts the focus of strategic thinking back on the customer. It provides an intriguing set of frameworks and evaluation processes on which to build business models in tune with today's competitive realities., David Shoenfeld Senior Vice President, Worldwide Marketing, FedEx Make customer equity the focus of your brand management and investment strategies with an eye toward customer lifetime value, and unlock the potential that your customers truly represent., Gary W. Loveman COO, Harrah's Entertainment, Inc. Customer equity is the key concept around which we have distinguished Harrah's Entertainment as a customer relationship-driven company in a product-centric industry. The ideas in this book have paid big dividends for us., David K. FindlayCEO, DuPont Flooring Systems, Inc.Driving Customer Equityputs the focus of strategic thinking back on the customer. It provides an intriguing set of frameworks and evaluation processes on which to build business models in tune with today's competitive realities., Gary W. LovemanCOO, Harrah's Entertainment, Inc.Customer equity is the key concept around which we have distinguished Harrah's Entertainment as a customer relationship-driven company in a product-centric industry. The ideas in this book have paid big dividends for us., Lance Rosenzweig CEO, PeopleSupport.com Exciting to read -- business owners and managers in all industries can quickly apply these brilliant insights and practical examples to make key decisions to increase the value of their businesses., Serban Teodoresco VP Operations, DiverseyLever Consulting, Unilever Group An insightful and powerful new model for establishing clear strategic priorities. Faced with fast wealth migration in their industry and customers with more options than ever, companies will need such models if they want to remain competitive., Lance RosenzweigCEO, PeopleSupport.comExciting to read -- business owners and managers in all industries can quickly apply these brilliant insights and practical examples to make key decisions to increase the value of their businesses., David ShoenfeldSenior Vice President, Worldwide Marketing, FedExMake customer equity the focus of your brand management and investment strategies with an eye toward customer lifetime value, and unlock the potential that your customers truly represent., David K. FindlayCEO, DuPont Flooring Systems, Inc. Driving Customer Equity puts the focus of strategic thinking back on the customer. It provides an intriguing set of frameworks and evaluation processes on which to build business models in tune with today's competitive realities.
Table of Content
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
Copyright Date
2000
Target Audience
Trade
Lccn
00-026485
Dewey Decimal
658.8
Dewey Edition
21
Artikelbeschreibung des Verkäufers
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eBay-Artikelnr.:145124798589
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