Verfügbarkeit: Managing customers as investments | Technische Universität München

Managing customers as investments: the strategic value of customers in the long run

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Bibliographische Detailangaben
Beteiligte Personen:	Gupta, Sunil (VerfasserIn), Lehmann, Donald R. (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Upper Saddle River, NJ Wharton School Publ. 2007
Ausgabe:	3. print.
Schlagwörter:	Relationship marketing Customer relations Marketing > Management Marketingmanagement Beziehungsmarketing Investitionsverhalten Kundenmanagement Kundenwert Strategisches Management
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016407737&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Beschreibung:	Includes bibliographical references (p. 187-198) and index
Umfang:	XVII, 205 S. graph. Darst. 24 cm
ISBN:	0131428950

Internformat

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Datensatz im Suchindex

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adam_text	CONTENTS ACKNOWLEDGMENTS ..................... XIII CHAPTER 1 CUSTOMERS ARE ASSETS ...............1 IMPORTANCE OF CUSTOMERS ........................2 THE GAP BETWEEN BELIEFS AND ACTIONS ..............3 BRIDGING THE GAP ................................6 THE PLAN OF THE BOOK ...........................10 SUMMARY ......................................11 CHAPTER 2 THE VALUE OF A CUSTOMER ............13 CUSTOMER LIFETIME VALUE ........................15 CREATING METRICS THAT MATTER ...................17 Data Requirements ............................18 Complexity ...................................19 Illusion of Precision ............................20 A SIMPLE APPROACH ..............................24 HOW REASONABLE ARE OUR ASSUMPTIONS? ...........27 ¡x CONTENTS Margin ......................................27 Retention Rate ................................29 Time Horizon .................................31 MODIFICATIONS AND EXTENSIONS ....................33 Margin Growth ................................33 Improving Retention ...........................37 Finite Time Horizon .............................38 SUMMARY ......................................39 CHAPTER 3 CUSTOMER-BASED STRATEGY ..........41 TRADITIONAL MARKETING STRATEGY ..................42 VALUE TO THE FIRM VS. VALUE TO THE CUSTOMER .......43 The Two Sides of Customer Value ..................44 KEY MARKETING METRICS ..........................47 Traditional Metrics .............................47 Customer Metrics ..............................48 TRADITIONAL VS. CUSTOMER-BASED STRATEGY: A CASE STUDY ................................51 DRIVERS OF CUSTOMER PROFITABILITY ................53 Customer Acquisition ...........................53 Customer Margin ..............................64 Customer Retention ............................70 SUMMARY ......................................77 CHAPTER 4 CUSTOMER-BASED VALUATION ..........79 CUSTOMER ACQUISITION VIA FIRM ACQUISITION .........81 AT&T s Acquisition of TCI and MediaOne ............84 Acquisitions in the European Utility Industry .........89 CONTENTS FROM CUSTOMER VALUE TO FIRM VALUE ...............90 The Rise and Fall of Internet Gurus ................92 The Eyeballs Have It—or Do They? .................92 Customer-Based Valuation ......................93 DRIVERS OF CUSTOMER AND FIRM VALUE ..............98 Impact of Marketing Actions on Firm Value ..........99 Impact of Marketing and Financial Instruments on Firm Value ...................101 VALUING NETFLIX ................................102 SUMMARY .....................................106 CHAPTER 5 CUSTOMER-BASED PLANNING ...........109 STEP 1: CUSTOMER OBJECTIVES ....................110 The Case of Evergreen Trust ..................... Ill The Case of Lipitor ............................114 STEP 2: UNDERSTANDING SOURCES OF VALUE TO CUSTOMERS ..............................115 Economic Value ..............................117 Functional Value .............................119 Psychological Value ...........................120 STEP 3: DESIGNING MARKETING PROGRAMS ...........121 Marketing Mix—the 4 Ps .......................121 Managing Customer Touchpoints .................125 Loyalty Programs .............................126 Database Marketing ...........................129 STEP 4: CUSTOMER METRICS FOR ASSESSING EFFECTIVENESS OF PROGRAMS ..................131 Choosing and Using the Right Metrics .............133 SUMMARY .....................................134 CONTENTS CHAPTER 6 CUSTOMER-BASED ORGANIZATION ......137 ORGANIZATIONAL STRUCTURE .....................137 The Case of LL Bean ..........................140 INCENTIVE SYSTEMS ..............................42 EMPLOYEE SELECTION AND TRAINING ................143 CUSTOMER-BASED COSTING .......................144 NEW METRICS ..................................149 WHO NEEDS TO DO WHAT: TASKS FOR VARIOUS PARTIES ....................................150 HARRAH S ENTERTAINMENT, INC.: A WINNING HAND IN A DICEY BUSINESS ..........................156 COMMON MISTAKES IN IMPLEMENTING A CUSTOMER-BASED STRATEGY ...................160 CONCLUDING REMARKS ...........................163 APPENDIX A: ESTIMATING CUSTOMER LIFETIME VALUE (CLV) ................167 APPENDIX B: IMPACT OF RETENTION ON SHARE AND PROFITS ................179 APPENDIX C: VALUE OF CUSTOMER BASE ......183 ENDNOTES.............................187 INDEX .................................199
any_adam_object	1
author	Gupta, Sunil Lehmann, Donald R.
author_facet	Gupta, Sunil Lehmann, Donald R.
author_role	aut aut
author_sort	Gupta, Sunil
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building	Verbundindex
bvnumber	BV023221845
callnumber-first	H - Social Science
callnumber-label	HF5415
callnumber-raw	HF5415.55
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callnumber-subject	HF - Commerce
classification_rvk	QP 620
ctrlnum	(OCoLC)635188346 (DE-599)BVBBV023221845
dewey-full	658.8/12
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8/12
dewey-search	658.8/12
dewey-sort	3658.8 212
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	3. print.
format	Book
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illustrated	Illustrated
indexdate	2024-12-20T13:10:59Z
institution	BVB
isbn	0131428950
language	English
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oclc_num	635188346
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owner	DE-355 DE-BY-UBR
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physical	XVII, 205 S. graph. Darst. 24 cm
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spellingShingle	Gupta, Sunil Lehmann, Donald R. Managing customers as investments the strategic value of customers in the long run Relationship marketing Customer relations Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Investitionsverhalten (DE-588)4114046-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd Strategisches Management (DE-588)4124261-0 gnd
subject_GND	(DE-588)4168907-0 (DE-588)4789127-0 (DE-588)4114046-1 (DE-588)4236865-0 (DE-588)4515875-7 (DE-588)4124261-0
title	Managing customers as investments the strategic value of customers in the long run
title_auth	Managing customers as investments the strategic value of customers in the long run
title_exact_search	Managing customers as investments the strategic value of customers in the long run
title_full	Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann
title_fullStr	Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann
title_full_unstemmed	Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann
title_short	Managing customers as investments
title_sort	managing customers as investments the strategic value of customers in the long run
title_sub	the strategic value of customers in the long run
topic	Relationship marketing Customer relations Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Investitionsverhalten (DE-588)4114046-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd Strategisches Management (DE-588)4124261-0 gnd
topic_facet	Relationship marketing Customer relations Marketing Management Marketingmanagement Beziehungsmarketing Investitionsverhalten Kundenmanagement Kundenwert Strategisches Management
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016407737&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT guptasunil managingcustomersasinvestmentsthestrategicvalueofcustomersinthelongrun AT lehmanndonaldr managingcustomersasinvestmentsthestrategicvalueofcustomersinthelongrun

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