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Julian Villanueva
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دانلود کتاب Customer Equity: Measurement, Management and Research Opportunities (Foundations and Trends in Marketing)
by Julian Villanueva|
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عنوان فارسی: حقوق صاحبان سهام و ضوابط : اندازه گیری ، مدیریت و تحقیقات فرصت ( مبانی و روند آن در بازاریابی) |
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جزییات کتاب
Customer Equity can help management: ·allocate marketing spending for long-term profitability, ·understand the connection between budgets, metrics and financial performance, ·provide a customer focused approach for measuring firm value, ·improve the productivity of CRM platforms by providing frameworks, tools and metrics Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms. The authors review models that can increase customer equity by optimizing each of its drivers - customer acquisition, customer retention, and add-on selling. Customer Equity is important reading for marketing managers, marketing researchers, scholars and students.
کتاب های مرتبط
Customer Equity: Measurement, Management and Research Opportunities (F...
Julian Villanueva, Dominique, M. Hanssens, 2007 
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