Driving customer equity : how customer lifetime value is reshaping corporate strategy

著者

• Rust, Roland T.
• Zeithaml, Valarie A.
• Lemon, Katherine N.

書誌事項

Driving customer equity : how customer lifetime value is reshaping corporate strategy

Roland T. Rust, Valarie A. Zeithaml, Katherine N. Lemon

Free Press, 2000

注記

Includes bibliographical references (p. 275-282) and index

内容説明・目次

内容説明

Services will dominate our GNP in the new millennium, and in the service economy the customer is king. Brands will continue to be important, but the most important challenge facing businesses will be the succesful cultivation of profitable customer relationships. Now the authors, all customer service experts, introduce a radical model: the Customer Equity Framework, which changes a firm's old internal focus on price, promotion, product, and distribution to a new external focus on measuring, managing, and building Customer Equity. The drivers of Customer Equity include Value Equity, the customer's objective evaluation of the firm's products and service; Brand Equity, the customer's subjective product assessment; and Retention Equity, the customer's opinion of his or her relationship with the firm. The authors show how to measure each element, then reveal actions every firm can take to strengthen the performance of these key drivers. Providing concrete tools like a Customer Pyramid, DRIVING CUSTOMER EQUITY will revolutionise the way companies look at customers. With important information for Internet marketers - and insights into how important customer loyalty will be to Internet business success.

目次

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

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA4760781X
• ISBN:
  • 0684864665
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xii, 292 p.
• 大きさ: 25 cm