Customer equity: measurement, management and research opportunities
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Hanover, MA [u.a.]
Now Publ.
2007
|
| Schriftenreihe: | Foundations and trends in marketing
2007,1,1 |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015616194&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | IX, 99 S. |
| ISBN: | 9781601980106 1601980108 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1819335095600807936 |
|---|---|
| adam_text | Contents
1
Introduction
2 Models
to Compute Customer Equity
5
2.1
Definitions of Customer Equity
6
2.2
Customer Equity Versus Brand Equity
7
2.3
Building Complete Customer Equity Models
10
2.4
A Typology of Customer Equity Models
15
2.5
Future Directions
27
3
Drivers of Customer Equity: The Acquisition Effort
31
3.1
Optimal Acquisition Spending
33
3.2
Identifying the Best Prospects
35
3.3
Acquisition Budget Allocation
37
3.4
Future Directions
38
4
Drivers of Customer Equity: Customer Retention
41
4.1
Determinants of Customer Retention
42
4.2
The Relationship Between Customer Retention
and Profitability
46
4.3
Models to Estimate the Probability of Retention
52
4.4
Customer Defections
58
4.5
The Acquisition-Retention Interface
60
4.6
Future
Directions
61
5
Drivers
of Customer Equity: Add-on Selling
65
5.1
Models for Product Offering Selection
67
5.2
Predicting Individual Response to Add-on Offerings
(Customer Selection)
69
5.3
Estimating the Potential Value of a Customer
71
5.4
Antecedents of Add-on Selling
73
5.5
Future Directions
74
6
Marketing Customization and Customer
Equity Maximization
75
6.1
A Framework for Marketing Customization
75
6.2
The Objective Function to Maximize
77
6.3
Targeted Pricing
78
6.4
On the Optimality of Customer Equity Maximization
84
6.5
Future Directions
85
7
Conclusions
87
References
89
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV022407647 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T12:54:43Z |
| institution | BVB |
| isbn | 9781601980106 1601980108 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015616194 |
| oclc_num | 141384959 |
| open_access_boolean | |
| owner | DE-355 DE-BY-UBR |
| owner_facet | DE-355 DE-BY-UBR |
| physical | IX, 99 S. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Now Publ. |
| record_format | marc |
| series | Foundations and trends in marketing |
| series2 | Foundations and trends in marketing |
| spellingShingle | Villanueva, Julian Hanssens, Dominique M. Customer equity measurement, management and research opportunities Foundations and trends in marketing Customer equity Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4037589-4 |
| title | Customer equity measurement, management and research opportunities |
| title_auth | Customer equity measurement, management and research opportunities |
| title_exact_search | Customer equity measurement, management and research opportunities |
| title_full | Customer equity measurement, management and research opportunities Julian Villanueva ; Dominique M. Hanssens |
| title_fullStr | Customer equity measurement, management and research opportunities Julian Villanueva ; Dominique M. Hanssens |
| title_full_unstemmed | Customer equity measurement, management and research opportunities Julian Villanueva ; Dominique M. Hanssens |
| title_short | Customer equity |
| title_sort | customer equity measurement management and research opportunities |
| title_sub | measurement, management and research opportunities |
| topic | Customer equity Kundenmanagement (DE-588)4236865-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Customer equity Kundenmanagement Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015616194&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV022936683 |
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