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Driving customer equity: how customer life time value is rehaping corporate strategy. / Roland T. Rust, Valarie Zeithaml and Katherine N. Lemon

By: Rust, Roland TContributor(s): Zeithaml, Valarie A | Lemon, Katherine NMaterial type: TextTextPublisher: Toronto: The Free Press, 2000Description: xii, 292p.: ills.; 24cmISBN: 0684864665LOC classification: HF5415.5.R87
Contents:
Contents: Beyond brand equity: The case for customer equity -- The Profitable product death spiral -- The True lifetime value of the customer -- The Customer equity framework: A framework for customer equity -- Driving value equity -- Driving brand equity -- Driving retention equity -- Customer-Centered strategy: Measuring customer equity -- Evaluating financial impact -- Strategic analysis -- Managing customer equity: The customer pyramid -- Managing the customer pyramid -- Customer alchemy -- The Internet as the ultimate customer equity tool -- The Customer equity corporation -- Appendices: Obtaining the lifetime value -- Example of customer survey -- Calculating the importance of customer equity drivers.
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Reference 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.5.R87 (Browse shelf) 1 Available 7075/92/13

Includes index and appendix.

Contents: Beyond brand equity: The case for customer equity -- The Profitable product death spiral -- The True lifetime value of the customer -- The Customer equity framework: A framework for customer equity -- Driving value equity -- Driving brand equity -- Driving retention equity -- Customer-Centered strategy: Measuring customer equity -- Evaluating financial impact -- Strategic analysis -- Managing customer equity: The customer pyramid -- Managing the customer pyramid -- Customer alchemy -- The Internet as the ultimate customer equity tool -- The Customer equity corporation -- Appendices: Obtaining the lifetime value -- Example of customer survey -- Calculating the importance of customer equity drivers.

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