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Customer equity management:

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Bibliographic Details
Main Author:	Rust, Roland T. (Author)
Format:	Book
Language:	English
Published:	Upper Saddle River, N.J. Pearson/Prentice Hall 2005
Subjects:	Klantgerichtheid Relatiemarketing Customer equity > Management Kundenmanagement Kundenwert Unternehmen
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013347293&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	XXII, 552 S Ill., graph. Darst. 1 CD-ROM (12 cm)
ISBN:	0131419293

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Record in the Search Index

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adam_text	Titel: Customer equity management Autor: Rust, Roland T Jahr: 2005 ontents Preface xii Acknowledgments xv About the Authors xvii PART I: TOOLS FOR UNDERSTANDING AND ANALYZING CUSTOMER EQUITY 1 CHAPTER 1 Introduction to Customer Equity Management Strategy 1 Brief Overview of the Strategic Customer Equity Management Approach 2 Why Strategic Customer Equity Management Is Important Now What Is to Be Gained from Understanding Strategic Customer Equity Management? 4 Summary 5 Review Questions and Exercises 5 Case 1-1 Snapple 6 CHAPTER 2 The Customer Equity Approach and the Customer Management Plan 22 The Customer Equity Approach 23 Role of Value Equity 24 Role of Brand Equity 24 Role of Relationship Equity 25 Introducing Customer Management Strategies 26 Value Strategies 26 Brand Strategies 27 Relationship Strategies 27 Value-Brand Strategies 2S Value-Relationship Strategies 2S Relationship-Brand Strategies 2S Mixed Strategies 29 The Customer Management Plan 29 Customer Equity Analysis— Data Collection 29 Customer Equity Analysis — Eirm and Competitor Performance 31 Strategy Development 31 Measuring. Monitoring, and Evaluating 31 X Contents Summary 33 Review Questions and Exercises 33 Appendix 1 Customer Equity Exercise: Interviewing a Customer 34 Appendix 2 Return on Marketing: Using Customer Equity to Focus Marketing Strategy 42 Case 2-1 Xerox: Book-In-Time 69 Case 2-2 Coca-Cola’s New Vending Machine (A): Pricing to Capture Value, or Not? 83 CHAPTER 3 Customer Equity Analysis 91 Analyzing the Market 91 Analyzing the Firm s Performance 93 Comparing the Firm’s Performance to That of Its Competitors’ 96 Determining the Magnitude of the Opportunity 98 What Do We Learn from the Analysis ? Where Should the Firm Focus? 100 Summary 101 Review Questions and Exercises 101 Case 3-1 The Brita Products Company 103 Case 3-2 Harrah’s Entertainment. Inc. 117 CHAPTER 4 Measuring Customer Equity 141 Brand Switching and Customer Lifetime Value 141 Modeling the Switching Matrix 143 Returnon Investment 146 Cross-Sectional versus Longitudinal Data 146 Summary 150 Review Questions and Exercises 150 Case 4-1 Aerosphere Airlines (A) 151 Case 4-2 Aqualisa Quartz: Simply a Better Shower 152 Case 4-3 Calvx Corolla 166 PART II: DEVELOPING STRATEGIES FOR CUSTOMER EQUITY MANAGEMENT 194 CHAPTERS Customer Selection 194 Effective Customer Management Strategy 194 Customer Selection 195 C nstonicr Roles ami Management /W ( nuoincr Selection Decision Accountability W ( nsfoiner Selection Decision livalnation Basis and Data Onnh! IW Contents xi Summary 201 Review Questions and Exercises 201 Case 5-1 Granny’s Goodies, Inc. 202 Case 5-2 Fabtek (A) 224 Case 5-3 Fabtek (B) 235 CHAPTER 6 Building and Managing Brand Equity 237 Brand Equity: What Is It and Why Does It Matter? 237 When Brand Equity Matters Most 238 How Can a Firm Grow Brand Equity? 240 Building Brand Awareness: The Customer Communications Strategy 241 Attitude Toward the Brand: Brand Positioning Strategy 242 Corporate Citizenship and Ethics: Doing the Right Things and Doing Things Right 243 Summary 246 Review Questions and Exercises 247 Case 6-1 Eastman Kodak Company: Funtime Film 248 Case 6-2 ALLOY.com: 252 Case 6-3 Brand Report Card Exercise 262 CHAPTER 7 Building and Managing Value Equity 267 Value Equity: The Firm’s Ability to Balance the Customer’s Value Equation 268 When Value Equity Matters Most 270 Drivers of Value Equity 271 Quality 271 Price 274 Convenience 277 Summary 279 Review Questions and Exercises 279 Case 7-1 KONE: The MonoSpace® Launch in Germany 280 Case 7-2 The Medicines Company 297 CHAPTER 8 Managing Relationship Equity 313 Different Approaches to Managing a Customer Relationship Over Time 313 Foot-in-the-Door Approach 212 All-at-Once Approach 216 Managing Different Customer Types Concurrently 319 Quadrant I: Hiyli Price — /liyh C PS 221 Quadrant 2: lliyh Price—Low CIS 222 XII Contents Quadrant 3: Low Price — Low CTS 323 Quadrant 4: Low Price — Low CTS 324 Summary 325 Review Questions and Exercises 325 Case 8-1 WESCO Distribution, Inc. 326 Case 8-2 Arrow Electronics, Inc 347 CHAPTER 9 Managing Customer Relationships Using Multiple Touch Points in Multi-Channel Settings 363 Multi-Channel Marketing: The Firm s Perspective 363 Choosing Between the Various Options in Multi-Channels 364 The Customer s Perspective 365 Summary 366 Review Questions and Exercises 366 Case 9-1 Eddie Bauer, Inc. 367 PART III: MEASURING, MONITORING, AND EVALUATING CUSTOMER EQUITY MANAGEMENT STRATEGY 381 CHAPTER 10 Strategic Implementation: Investing for Maximum Impact 381 Quick Review: How Did We Get to This Point? 381 Evaluating Potential Marketing Actions 383 Opportunity for Hands-On Analysis 385 Tracking Results and Monitoring the Process 386 Measure Customer Equity over Time 336 Test crsus Control 333 Summary 389 Review Questions and Exercises 390 Case 10-1 Aerosphcre Airlines (B) 391 Case 10-2 Customer Value Measurement at Nortel Networks— Optical Networks Division 392 Case 10-3 Hilton H Honors Worldwide: Loyalty Wars 410 CHAPTER 11 Managing Customer Profitability in Industrial Markets 424 Managing Customers lor Revenue 426 iiit’ SCW Index 42o Price Paul Index 42~ Managing Customers for Profit 428 Summary 428 Review Questions and Exercises 429 Contents XIII Case 11-1 Hunter Business Group: TeamTBA 430 Case 11-2 CMR Enterprises 442 CHAPTER 12 The Role of CRM Technologies in Customer Management 460 Background 460 Fitting Strategy with Functional Design 461 Integration —Stakeholders 462 Integration —Critical Touch Points 462 Front Office and Back Office 462 Operational and A nalytical 463 Internal and External 463 Multi-Channel and Cross Channel Coordination 464 Implementation Stumbling Blocks 464 How to Measure Success 465 Industry Overview 465 Industry Trends 466 Summary 467 Review Questions and Exercises 467 Case 12-1 Moore Medical Corporation 468 Case 12-2 SaleSoft, Inc. 482 CHAPTER 13 How Customer Management Is Changing Marketing 500 How Customer Equity Analysis Changes Marketing 500 Customer Management and Marketing Accountability 501 Summary 501 Review Questions and Exercises 502 Case 13-1 Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged) 503 Case 13-2 Citibank: Launching the Credit Card in Asia Pacific (A) 519 Index 541
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spellingShingle	Rust, Roland T. Customer equity management Klantgerichtheid gtt Relatiemarketing gtt Customer equity Management Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd Unternehmen (DE-588)4061963-1 gnd
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title	Customer equity management
title_auth	Customer equity management
title_exact_search	Customer equity management
title_full	Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas
title_fullStr	Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas
title_full_unstemmed	Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas
title_short	Customer equity management
title_sort	customer equity management
topic	Klantgerichtheid gtt Relatiemarketing gtt Customer equity Management Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd Unternehmen (DE-588)4061963-1 gnd
topic_facet	Klantgerichtheid Relatiemarketing Customer equity Management Kundenmanagement Kundenwert Unternehmen
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