Driving Customer Equity
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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 categories.
Driving Customer Equity
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Author : Jan B. Heide
language : en
Publisher:
Release Date : 2001
Driving Customer Equity written by Jan B. Heide 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.
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.
Handbook Of Service Science
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Author : Paul P. Maglio
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-06-14
Handbook Of Service Science written by Paul P. Maglio 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 2010-06-14 with Business & Economics categories.
As the service sector expands into the global economy, a new science of service is emerging, one that is dedicated to encouraging service innovation by applying scientific understanding, engineering discipline, and management practice to designing, improving, and scaling service systems. Handbook of Service Science takes the first major steps to clarifying the definition, role, and future of this nascent field. Incorporating work by scholars from across the spectrum of service research, the volume presents multidisciplinary perspectives on the nature and theory of service, on current research and practice in design, operations, delivery, and innovation of service, and on future opportunities and potential of service research. Handbook of Service Science provides a comprehensive reference suitable for a wide-reaching audience including researchers, practitioners, managers, and students who aspire to learn about or to create a deeper scientific foundation for service design and engineering, service experience and marketing, and service management and innovation.
Ebook Services Marketing Integrating Customer Focus Across The Firm
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Author : Alan Wilson
language : en
Publisher: McGraw Hill
Release Date : 2016-01-16
Ebook Services Marketing Integrating Customer Focus Across The Firm written by Alan Wilson and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-16 with Business & Economics categories.
European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today. New and updated material in this new edition include: · - New content on the role of digital marketing and social media has been added throughout to reflect the latest developments in this dynamic field · - Increased coverage of Service dominant logic regarding the creation of value and the understanding of customer relationships · - New examples and case studies added from global and innovative companies including AirBnB, IKEA, Disneyland, Scandinavia Airlines, and Skyscanner
Ebk Services Marketing Integrating Customer Service Across The Firm 4e
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Author : Alan Wilson
language : en
Publisher: McGraw Hill
Release Date : 2020-10-07
Ebk Services Marketing Integrating Customer Service Across The Firm 4e written by Alan Wilson and has been published by McGraw Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-07 with Business & Economics categories.
Successful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service strategies for competitive advantage are key to their success. In its fourth European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive Gaps model at the center of this approach. The new edition draws on the most recent research, and using up-todate and topical examples, the book focuses on the development of customer relationships through service, outlining the core concepts and theories in services marketing today. New and updated material in this new edition includes: • New content related to human resource strategies, including coverage of the role of robots and chatbots for delivering customer-focused services. • New coverage on listening to customers through research, big data, netnography and monitoring user-generated content. • Increased technology, social media and digital coverage throughout the text, including the delivery of services using mobile and digital platforms, as well as through the Internet of Things. • Brand new examples and case studies added from global and innovative companies including Turkish Airlines, Volvo, EasyJet and McDonalds. Available with McGraw-Hill’s Connect®, the well-established online learning platform, which features our award-winning adaptive reading experience as well as resources to help faculty and institutions improve student outcomes and course delivery efficiency.
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.
The Sage Handbook Of Industrial Marketing
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Author : Adam Lindgreen
language : en
Publisher: SAGE Publications Limited
Release Date : 2025-12-17
The Sage Handbook Of Industrial Marketing written by Adam Lindgreen and has been published by SAGE Publications Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-12-17 with Business & Economics categories.
The Sage Handbook of Industrial Marketing addresses the dynamic and complex landscape of industrial marketing, emphasizing the unique challenges and opportunities within business-to-business transactions. In an era marked by technological advancements and globalization, this handbook offers a comprehensive resource that defines the industrial marketing field, captures its historical foundations, and charts a course for its future. It aims to be a benchmark, offering both retrospective and prospective international perspectives to frame, assess, and synthesize the current state of industrial marketing. Emphasizing the industrial context, the handbook defines the boundaries of industrial marketing, differentiating it from consumer-focused approaches. It explores the distinctive characteristics of business-to-business products and services within industrial markets, acknowledging the specialized nature of these transactions. The edited collection aims for a holistic view of industrial marketing, encompassing organizational aspects, customer behavior, market research, customer value proposition, market segmentation, product innovation, product management, marketing communications, channels of distribution, and emerging industrial trends. This breadth ensures that readers gain a deep understanding of the multifaceted nature of industrial marketing. Recognizing the global nature of industrial markets, the handbook brings together leading scholars from around the world. This inclusivity ensures diverse perspectives, addressing global variations and challenges inherent in industrial marketing practices. The handbook is thematically organized into sections, each dedicated to a crucial aspect of industrial marketing. This structure allows for an in-depth exploration of specific topics, ensuring a nuanced examination of both traditional and contemporary industrial marketing issues. A dedicated section explores emerging industrial trends, ensuring the collection remains relevant in the face of evolving technologies and market dynamics specific to the industrial context. The Sage Handbook of Industrial Marketing is an essential resource for scholars, practitioners, and students seeking to navigate the complexities of industrial marketing and leverage opportunities within business-to-business transactions. Part 1: Field of Business-to-Business Marketing Part 2: Business-to-Business Organizations Part 3: Business-to-Business Customer Behavior Part 4: Business-to-Business Market Research Part 5: Business Customer Value Proposition Part 6: Market Segmentation and Positioning Part 7: Product Innovation Part 8: Product Management Part 9: Marketing Communications Part 10: Channels of Distribution Part 11: New Trends
Towards Customer Equity Should Marketers Shift Focus From Brand Equity
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Author : Malini Majumdar
language : en
Publisher: GRIN Verlag
Release Date : 2009-11-23
Towards Customer Equity Should Marketers Shift Focus From Brand Equity written by Malini Majumdar and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-23 with Business & Economics categories.
Scientific Essay from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: A strong brand, having high brand equity generates higher revenue for the company. Brand Equity, as evidenced, results from a strong mental association that the customer links with the brand. It can be considered as the sum of customers’ assessments of a brand’s intangible qualities. Therefore, it cannot be a true measure of the marketing efforts of a company, though it was perceived so long to be so. Customer Equity, of late, has been identified as a basis to build powerful customer-centric marketing programs, which are more effective in highly competitive business scenario. There are three drivers of customer equity—value equity, brand equity, and relationship equity. Today's turbulent business environment is in requirement of maximizing the value of a company's customer assets. This stresses further the importance of focusing on Customer Equity as a customer-centric approach, rather than on Brand Equity, basically a product-centered approach.