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Capturing customer equity : moving from products to customers

Author: David Bejou; Gopalkrishnan R Iyer
Publisher: New York : Best Business Books, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Capturing Customer Equity: Moving from Products to Customers is designed to enable academics to chart out future directions and to help marketers to apply recently developed frameworks to the creation in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand."--Jacket.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David Bejou; Gopalkrishnan R Iyer
ISBN: 0789033402 9780789033406
OCLC Number: 62766094
Notes: "Co-published simultaneously as Journal of relationship marketing, volume 5, number 1, 2006."
Description: 98 pages : illustrations ; 22 cm
Contents: Introduction : capturing customer equity : moving from products to customers / David Bejou and Gopalkrishnan R. Iyer --
Developing relationship equity in international markets / Gopalkrishnan R. Iyer, Arun Sharma and David Bejou --
Dimensions and implementation drivers of customer equity management (CEM) --
conceptual framework, qualitative evidence and preliminary results of a quantitative study / Manfred Bruhn, Dominik Georgi and Karsten Hadwich --
A network based approach to customer equity management / Rene Algesheimer and Florian v. Wangenheim --
Strategies for maximizing customer equity of low lifetime value customers / Arun Sharma --
Customer value based entry decision in international markets : the concept of international added customer equity / Heiner Evanschitzky and Florian v. Wangenheim.
Other Titles: Journal of relationship marketing (Binghamton, N.Y.)
Responsibility: David Bejou, Gopalkrishnan R. Iyer, editors.
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Abstract:

Divided into five chapters, this book is designed to enable academics to present research directions and to help marketers to apply various frameworks to the creation and management of customer  Read more...

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