Driving Customer Equity
How Customer Lifetime Value Is Reshaping Corporate Strategy
In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call Customer Equity, a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of it…
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Produktdetails
Weitere Autoren: Zeithaml, Valarie A. / Lemon, Katherine N
- ISBN: 978-0-684-86466-2
- EAN: 9780684864662
- Produktnummer: 9146463
- Verlag: Simon & Schuster N.Y.
- Sprache: Englisch
- Erscheinungsjahr: 2000
- Seitenangabe: 304 S.
- Masse: H23.5 cm x B15.6 cm x D2.5 cm 484 g
- Gewicht: 484
Über den Autor
Roland T. Rust is the Madison S. Wigginton Professor of Management and Director of the Center for Service Marketing at the Owen Graduate School of Management of Vanderbilt University.
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