Driving Brand Value
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Driving Brand Value
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Author : Thomas R. Duncan
language : en
Publisher: Irwin Professional Publishing
Release Date : 1997
Driving Brand Value written by Thomas R. Duncan and has been published by Irwin Professional Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.
As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.
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 Appeal Through The Use Of Emotional Branding
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Author : Garg, Ruchi
language : en
Publisher: IGI Global
Release Date : 2017-09-13
Driving Customer Appeal Through The Use Of Emotional Branding written by Garg, Ruchi and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-13 with Business & Economics categories.
The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Optimizing Growth
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Author : Jason Green
language : en
Publisher: John Wiley & Sons
Release Date : 2018-04-16
Optimizing Growth written by Jason Green and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-16 with Business & Economics categories.
Leverage big data and demand into sustainable profitable growth Optimizing Growth is a handbook for how to succeed in the age of big data. Today’s business environment looks dramatically different than it did even a decade ago, and it continues to evolve at an increasing rate; macroeconomic shifts, consumer trends, technological advances, and changing competitive dynamics are accelerating the pace of change, and businesses are struggling to grow amidst the turbulence. This book provides insightful guidance, real-world success stories and practical tools to achieve growth in this new era, utilizing big data to achieve a deeper understanding of demand, customers, competitors, and opportunity. With disruption around every corner, growth now demands innovative new approaches and an improved capacity to meet customer needs; by gaining a stronger grasp of demand, businesses can elevate performance from “survive” to “thrive.” This book provides the approaches, analytics, frameworks, and organizational capabilities required to gain competitive advantage, and describes the new mindset required to leverage these tools into sustainable growth. Develop a deeper understanding of your business’s growth factors Re-sync your thinking to gain greater leverage against disruption Delve deeper into demand, and boost fulfillment capabilities Capture more growth opportunities using precision analytics frameworks The one thing that will never change about business is the goal of growth—but the paths to growth change continuously. New opportunities forge new routes to the top, while others become obsolete—does your company know the difference? The ability to differentiate between fads and genuine evolution is more critical than ever before. Optimizing Growth provides deep knowledge of what’s out there, and a clear framework for forging ahead.
Services Marketing
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Author : C. Bhattacharya
language : en
Publisher: Excel Books India
Release Date : 2009
Services Marketing written by C. Bhattacharya and has been published by Excel Books India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
While most books on marketing and services are readable, very few take the student's viewpoint and set out to answer the question Is it understandable? in the affirmative. This book and its pedagogy has been designed precisely with this in mind:v Design: The book has a consistency of design that is innovative, with aesthetic appeals. v Opening and Closing Cases: Every chapter begins and ends with a case. The cases introduce the primary theme and issues discussed in the chapter and closes with analytical tasks for the students. The cases are original, pertaining to Indian situations, companies and protagonists, helping the Indian students to connect.v Objectives: Every chapter has clear learning expectations, get a glimpse of the chapter context and their respective importance. v End-of-chapter Questions: The questions are many and have been designed carefully to enhance learning for the students. There are elements of research, project work, and academic exercises in them.v Illustrations: The book is generous with pleasing and informative charts, tables and diagrams.v Glossary: The Appendix at the end of the book contains a glossary of services and marketing terminologies. v Marketing models: In addition to the text, the appendix also contains major marketing models mentioned in the text, which are frequently used by the marketers.v How to do cases: The Appendix also contains an useful section for all students a template for case discussion and analysis.There are four parts in the book. Part I takes an overview look at the major differences between services and goods and their characteristics, classifications and different models. It methodically analyses the section on the local, domestic and international conditions and environment factors that have affected services. It also examines the importance of Relationship Marketing in services. Part II examines in-depth the marketing of services. It looks sweepingly and with depth at marketing planning and strategy, service buying behaviour, knowledge management and marketing research in services, and the seven marketing mix variables for services. Part III is about the assessment of service delivery and customer relationship management. Part IV deals exclusively with comprehensive service cases. The cases are in addition to the opening and closing cases. The book lucidly explains the basic concepts of services and marketing and fills a long-standing need of the students for a book on both services and marketing.
Intellectual Capital As A Precursor To Sustainable Corporate Social Responsibility
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Author : Marco-Lajara, Bartolomé
language : en
Publisher: IGI Global
Release Date : 2022-12-19
Intellectual Capital As A Precursor To Sustainable Corporate Social Responsibility written by Marco-Lajara, Bartolomé and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-12-19 with Business & Economics categories.
In an increasingly changing and complex environment, sustainable development, corporate social responsibility, effective knowledge management, and intellectual assets represent the basis of today’s innovations and therefore the new ways for organizations to compete in the marketplace. In this regard, organizations need to incorporate a sustainable approach to their operations because there is a growing awareness of environmental issues among customers. They are faced with increasingly stringent environmental regulations, and the development of sustainable practices can lead to sustainable competitive advantages over time. Intellectual Capital as a Precursor to Sustainable Corporate Social Responsibility provides a body of research that explores the theoretical and practical aspects of linking corporate profitability, intangible assets, corporate social responsibility, and sustainability with respect to business management practices. Covering topics such as green intellectual capital, ecology of organizations, and green knowledge, this premier reference work is an essential resource for business practitioners, small business owners, entrepreneurs, students and educators of higher education, librarians, researchers, and academicians.
Conjoint Measurement
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Author : Anders Gustafsson
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-03-14
Conjoint Measurement written by Anders Gustafsson and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-14 with Business & Economics categories.
by Paul E. Green I am honored and pleased to respond to authors request to write a Fore word for this excellent collection of essays on conjoint analysis and related topics. While a number of survey articles and sporadic book chapters have appeared on the subject, to the best of my knowledge this book represents the first volume of contributed essays on conjoint analysis. The book re flects not only the geographical diversity of its contributors but also the variety and depth of their topics. The development of conjoint analysis and its application to marketing and business research is noteworthy, both in its eclectic roots (psychometrics, statistics, operations research, economics) and the fact that its development reflects the efforts of a large variety of professionals -academics, market ing research consultants, industry practitioners, and software developers. Reasons for the early success and diffusion of conjoint analysis are not hard to find. First, by the early sixties, precursory psychometric techniques (e.g., multidimensional scaling and correspondence analysis, cluster analy sis, and general multivariate techniques) had already shown their value in practical business research and application. Second, conjoint analysis pro vided a new and powerful array of methods for tackling the important problem of representing and predicting buyer preference judgments and choice behavior-clearly a major problem area in marketing.
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.
Drivers Of Financial Brand Value
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Author : Sarah Lallensack
language : en
Publisher:
Release Date : 2019
Drivers Of Financial Brand Value written by Sarah Lallensack and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
The increasing interest in the financial value of the intangible asset brand and the role brands play in different departments within a company show the importance of brands. Further, a variety of brand valuation approaches and valuators exist. Thus, the area of brand values requires research. This study identifies potential driv-ers of brand value regarding brand and environmental characteristics. Besides the financial brand values, the data set also includes brand and environmental charac-teristics. Analyses based on 45,634 brand values of 4,698 different brands over a period of 19 years provide evidence that older brands have higher brand values. However, brands of the digital age might be faster in reaching a certain maturity and thus, value. Furthermore, the results indicate that the branding strategy (house of brands vs. mono brand) drives brand value. A brand's customers prove to be another brand value driver as business-to-consumer brands have higher brand val-ues than business-to-business brands. Among the different approaches, brands val-ued by the income-based approach show higher brand values in comparison to the other approaches. Adding to this, the results reveal that brands valued by commer-cial providers/valuators, who mostly apply the income-based approach, also have higher brand values. The study contributes to a better understanding of which char-acteristics have an impact on brand value and shows which characteristics need further research.
Business World
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Author :
language : en
Publisher:
Release Date : 2001-09
Business World written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-09 with India categories.