Handbook of research on customer equity in marketing / edited by V. Kumar, Denish Shah.

Format:

Book

Contributor:

Kumar, V., editor.

Shah, Denish, editor.

Series:

Elgar original reference.

Elgar original reference

Language:

English

Subjects (All):

Customer equity--Research--Methodology.

Customer equity.

Physical Description:

1 online resource (520 p.)

Place of Publication:

Cheltenham : Edward Elgar, 2015.

Language Note:

English

Summary:

Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.

Contents:

Cover; Copyright; Contents; Contributors; Introduction: the evolution of customer equity; PART I UNDERSTANDING AND MEASURING CUSTOMER EQUITY; 1. Drivers of customer equity; 2. Aggregate-and individual-level customer lifetime value; 3. Simple probability models for computing CLV and CE; 4. Incorporating dynamics in customer lifetime value models; 5. The value of flexibility: real options and customer lifetime value; PART 2 IDENTIFYING KEYDRIVERS TO AUGMENT CUSTOMER EQUITY; 6. Managing customer loyalty to maximize customer equity; 7. Leveraging product returns to maximize customer equity

8. Word-of-mouth and marketing effects on customer equity9. The power of customer referrals; PART 3 APPLYING THE CUSTOMER EQUITY CONCEPT TO ENHANCE FIRM PERFORMANCE; 10. Customer acquisition strategies: acustomer equity management perspective; 11. The chain of effects from customer satisfaction to customer profitability; 12. Customer-lifetime-value-based resource allocation; 13. Customer mindset metrics and firm performance; PART 4 STRATEGIC MANAGEMENT OF CUSTOMER EQUITY; 14. Risk considerations in the management of customer equity; 15. Co-managing brand equity and customer equity

16. Customer equity management - opportunities and threats from new technologies17. Stop grouping and start regulating: a new approach to social media marketing; PART 5 IMPLEMENTING CUSTOMER EQUITY INFIRMS; 18. Implementing marketing return metrics in organizations; 19. Interaction orientation and complaint handling; 20. Customer equity reporting*; 21. The future of customer equity; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Other Format:

Print version :

ISBN:

1-78100-498-6