Managing customers as investments : the strategic value of customers in the long run
著者
書誌事項
Managing customers as investments : the strategic value of customers in the long run
Wharton School Pub., c2005
大学図書館所蔵 全9件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references (p. 187-198) and index
内容説明・目次
内容説明
What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.
目次
Acknowledgments.
1. Customers Are Assets.
Importance of Customers.
The Gap Between Beliefs and Actions.
Bridging the Gap.
The Plan of the Book.
Summary.
2. The Value of a Customer.
Customer Lifetime Value.
Creating Metrics That Matter.
Data Requirements.
Complexity.
Illusion of Precision.
A Simple Approach.
How Reasonable Are Our Assumptions?
Margin.
Retention Rate.
Time Horizon.
Modifications and Extensions.
Margin Growth.
Improving Retention.
Finite Time Horizon.
Summary.
3. Customer-Based Strategy.
Traditional Marketing Strategy.
Value to the Firm vs. Value to the Customer.
The Two Sides of Customer Value.
Key Marketing Metrics.
Traditional Metrics.
Customer Metrics.
Traditional vs. Customer-Based Strategy: A Case Study.
Drivers of Customer Profitability.
Customer Acquisition.
Customer Margin.
Customer Retention.
Summary.
4. Customer-Based Valuation.
Customer Acquisition via Firm Acquisition.
AT&T's Acquisition of TCI and MediaOne.
Acquisitions in the European Utility Industry.
From Customer Value to Firm Value.
The Rise and Fall of Internet Gurus.
The Eyeballs Have It-or Do They?
Customer-Based Valuation.
Drivers of Customer and Firm Value.
Impact of Marketing Actions on Firm Value.
Impact of Marketing and Financial Instruments on Firm Value.
Valuing Netflix.
Summary.
5. Customer-Based Planning.
Step 1: Customer Objectives.
The Case of Evergreen Trust.
The Case of Lipitor.
Step 2: Understanding Sources of Value to Customers.
Economic Value.
Functional Value.
Psychological Value.
Step 3: Designing Marketing Programs.
Marketing Mix-the 4 Ps.
Managing Customer Touchpoints.
Loyalty Programs.
Database Marketing.
Step 4: Customer Metrics for Assessing Effectiveness of Programs.
Choosing and Using the Right Metrics.
Summary.
6. Customer-Based Organization.
Organizational Structure.
The Case of L.L. Bean.
Incentive Systems.
Employee Selection and Training.
Customer-Based Costing.
New Metrics.
Who Needs to Do What: Tasks for Various Parties.
Harrah's Entertainment, Inc.: A Winning Hand in a Dicey Business.
Common Mistakes in Implementing a Customer-Based Strategy.
Concluding Remarks.
Appendix A: Estimating Customer Lifetime Value (CLV).
Appendix B: Impact of Retention on Share and Profits.
Appendix C: Value of Customer Base.
Endnotes.
Index .
「Nielsen BookData」 より