Capturing Customer Equity
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Capturing Customer Equity
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Author : David Bejou
language : en
Publisher: Routledge
Release Date : 2014-06-11
Capturing Customer Equity written by David Bejou and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-11 with Business & Economics categories.
One of the most important new concepts in marketing is customer equityhere’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 operationalas 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
Driving Customer Equity
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Author : Valarie A. Zeithaml
language : en
Publisher: Simon and Schuster
Release Date : 2001-02-21
Driving Customer Equity written by Valarie A. Zeithaml and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-02-21 with Business & Economics categories.
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.
Driving Customer Equity
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Author : Roland T. Rust
language : en
Publisher:
Release Date : 2001
Driving Customer Equity written by Roland T. Rust and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Brand loyalty categories.
Essays On Customer Equity And Product Marketing
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Author : Shi Jin Yoo
language : en
Publisher:
Release Date : 2004
Essays On Customer Equity And Product Marketing written by Shi Jin Yoo and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Customer equity categories.
Marketing Strategy
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Author : Robert W. Palmatier
language : en
Publisher: Bloomsbury Publishing
Release Date : 2020-12-31
Marketing Strategy written by Robert W. Palmatier and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-31 with Business & Economics categories.
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
Marketing
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Author : Philip Kotler
language : en
Publisher: Pearson Higher Education AU
Release Date : 2015-05-20
Marketing written by Philip Kotler and has been published by Pearson Higher Education AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-20 with Business & Economics categories.
The ultimate resource for marketing professionals Today’s marketers are challenged to create vibrant, interactive communities of consumers who make products and brands a part of their daily lives in a dynamic world. Marketing, in its 9th Australian edition, continues to be the authoritative principles of marketing resource, delivering holistic, relevant, cutting edge content in new and exciting ways. Kotler delivers the theory that will form the cornerstone of your marketing studies, and shows you how to apply the concepts and practices of modern marketing science. Comprehensive and complete, written by industry-respected authors, this will serve as a perennial reference throughout your career.
Acquisition Channels And Price Discrimination In A Customer Equity Framework
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Author : Julian Villanueva
language : en
Publisher:
Release Date : 2003
Acquisition Channels And Price Discrimination In A Customer Equity Framework written by Julian Villanueva and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Customer loyalty categories.
Handbook Of Research On Customer Equity In Marketing
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Author : V. Kumar
language : en
Publisher: Edward Elgar Publishing
Release Date : 2015-01-30
Handbook Of Research On Customer Equity In Marketing written by V. Kumar and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-30 with Business & Economics categories.
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
The Three Value Conversations How To Create Elevate And Capture Customer Value At Every Stage Of The Long Lead Sale
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Author : Erik Peterson
language : en
Publisher: McGraw Hill Professional
Release Date : 2015-06-05
The Three Value Conversations How To Create Elevate And Capture Customer Value At Every Stage Of The Long Lead Sale written by Erik Peterson and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-05 with Business & Economics categories.
The three conversations B2B sale pros must have with customers to control every step of long lead buying cycle The Three Value Conversations provides the tools and methods you need to differentiate you and your solution from the competition, elevate value to the right decision maker, and maximize all sales opportunities across the entire long lead buying cycle. Based on extensive research, the authors’ program enables salespeople to articulate value in three essential conversations with the customer: the Differentiation Conversation (creating value), the Justification Conversation (elevating the value to the right level of decision maker), and the Maximization Conversation (capturing that value and maximizing the size of your opportunities).
Voice Of The Customer Capture And Analysis
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Author : Kai Yang
language : en
Publisher: McGraw Hill Professional
Release Date : 2007-10-24
Voice Of The Customer Capture And Analysis written by Kai Yang and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10-24 with Technology & Engineering categories.
Discover All the Advantages of Using Design for Six Sigma to Develop and Build Customer Value-Based Products Voice of the Customer Capture and Analysis equips Six Sigma you with the skills needed to create and deploy surveys, capture real customers need with ethnographic methods, immediately analyze the results, and coordinate and drive responsive actions. Quality expert Kai Yang explains how to utilize the statistical methods of Design for Six Sigma to identify key customer needs and assess the cost of poor quality. He then shows how to design robust products to meet those needs, optimize product life cycles, and accurately validate their findings. Voice of the Customer Capture and Analysis features a wealth of information on Six Sigma and value creation…customer survey design, administration, and analysis…ethnographic research…process management and Lean Product Development…the deployment of customer value into products-DFSS…and value engineering. This product design tool enables you to: Minimize sources of response and measurement error Discern customer preferences Design VOC research to minimize mistranslation Respond to analytical implications of VOC data Optimize design to decrease sensitivity of CTQs to process parameters With the help of Voice of the Customer Capture and Analysis, you can now acquire the skills needed to truly understand a customer's wants and needs, in order to develop and build optimal products. Most Design for Six Sigma product development teams fall short of truly understanding their customers' want and needs until it is too late. Market research studies and reports simply do not provide sufficient guidance. Today's Six Sigma practitioners need a comprehensive approach to designing and building customer value-based products. Voice of the Customer Capture and Analysis now gives you the ability to create and deploy surveys, capture real voice of the customer in the field, immediately analyze the results, and coordinate and drive responsive actions. This powerful product-development tool demonstrates how to utilize the statistical methods of Design for Six Sigma to identify key customer needs …assess the cost of poor quality…design robust products to meet those needs…optimize product life cycles…and accurately validate their findings. By using the expert methods, strategies, and guidelines presented in Voice of the Customer Capture and Analysis, you can: Harness VOC data to create value-based products Employ Design for Six Sigma to optimize value creation Become proactive in gathering VOC information Improve customer survey design, administration, and analysis Accurately process VOC data Deploy customer value into products-DFSS Perform effective quality function deployment (QFD) Get the most out of value engineering Capitalize on creative design methods Utilize process management and Lean Product Development Apply statistical techniques and Six Sigma metrics This wide-ranging resource will give you the ability to minimize sources of response and measurement error …clearly discern customer preferences…design VOC research to minimize the perils of mistranslation…respond to analytical implications of VOC data …and optimize design to decrease sensitivity of CTQs to process parameters. Comprehensive and authoritative, Voice of the Customer Capture and Analysis provides you with all the tools you need to fully understand customer needs and wants_and then develop and build outstanding products that meet, or exceed, customer expectations.