دانلود کتاب Customer Equity: Measurement, Management and Research Opportunities (Foundations and Trends in Marketing)

Name: Customer Equity: Measurement, Management and Research Opportunities (Foundations and Trends in Marketing)
Availability: InStock
Author: Julian Villanueva
ISBN: 1601980108, 9781601980106

by Julian Villanueva

عنوان فارسی: حقوق صاحبان سهام و ضوابط : اندازه گیری ، مدیریت و تحقیقات فرصت ( مبانی و روند آن در بازاریابی)
ناشر: Now Publishers Inc
سال: 2007
زبان: انگلیسی
تعداد صفحه (نسخه چاپی - نسخه الکترونیکی): 110-110
شابک: 1601980108, 9781601980106
نوع فایل: PDF دانلود نرم افزار مطالعه
حجم: 0.69 مگابایت

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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.

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