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Customer equity is becoming more widely recognized as an important new concept in marketing. This book presents thought-provoking, cutting-edge writing on customer equity management. The editors and contributing authors are top international marketing researchers who share their expertise in this new area of marketing research and practice. Capturing Customer Equity: Moving from Products to Markets is designed to enable academics to chart out future research directions and to help marketers to apply recently developed frameworks to the creation and management of customer equity in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand.
List of 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 (René 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)
- Index
- Reference Notes Included
About the author
David Bejou, Gopalkrishnan R. Iyer
Summary
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 equity in domestic and international markets. It contains charts, tables, and figures in order to make complex information easy to access and understand.
