Customer equity management:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J.
Pearson/Prentice Hall
2005
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 552 S Ill., graph. Darst. 1 CD-ROM (12 cm) |
| ISBN: | 0131419293 |
Staff View
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| 245 | 1 | 0 | |a Customer equity management |c Roland T. Rust, Katherine N. Lemon, Das Narayandas |
| 264 | 1 | |a Upper Saddle River, N.J. |b Pearson/Prentice Hall |c 2005 | |
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| 700 | 1 | |a Narayandas, Das |e Sonstige |4 oth | |
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Record in the Search Index
| _version_ | 1804133590769860608 |
|---|---|
| adam_text | Titel: Customer equity management
Autor: Rust, Roland T
Jahr: 2005
ontents
Preface
xii
Acknowledgments
xv
About
the
Authors
xvii
PART
I:
TOOLS
FOR
UNDERSTANDING
AND
ANALYZING
CUSTOMER
EQUITY
1
CHAPTER
1
Introduction
to
Customer
Equity
Management
Strategy
1
Brief
Overview
of
the
Strategic
Customer
Equity
Management
Approach
2
Why
Strategic
Customer
Equity
Management
Is
Important
Now
What
Is
to
Be
Gained
from
Understanding
Strategic
Customer
Equity
Management?
4
Summary
5
Review
Questions
and
Exercises
5
Case
1-1
Snapple
6
CHAPTER
2
The
Customer
Equity
Approach
and
the
Customer
Management
Plan
22
The
Customer
Equity
Approach
23
Role
of
Value
Equity
24
Role
of
Brand
Equity
24
Role
of
Relationship
Equity
25
Introducing
Customer
Management
Strategies
26
Value
Strategies
26
Brand
Strategies
27
Relationship
Strategies
27
Value-Brand
Strategies
2S
Value-Relationship
Strategies
2S
Relationship-Brand
Strategies
2S
Mixed
Strategies
29
The
Customer
Management
Plan
29
Customer
Equity
Analysis—
Data
Collection
29
Customer
Equity
Analysis
—
Eirm
and
Competitor
Performance
31
Strategy
Development
31
Measuring.
Monitoring,
and
Evaluating
31
X
Contents
Summary
33
Review
Questions
and
Exercises
33
Appendix
1
Customer
Equity
Exercise:
Interviewing
a
Customer
34
Appendix
2
Return
on
Marketing:
Using
Customer
Equity
to
Focus
Marketing
Strategy
42
Case
2-1
Xerox:
Book-In-Time
69
Case
2-2
Coca-Cola’s
New
Vending
Machine
(A):
Pricing
to
Capture
Value,
or
Not?
83
CHAPTER
3
Customer
Equity
Analysis
91
Analyzing
the
Market
91
Analyzing
the
Firm s
Performance
93
Comparing
the
Firm’s
Performance
to
That
of
Its
Competitors’
96
Determining
the
Magnitude
of
the
Opportunity
98
What
Do
We
Learn
from
the
Analysis ?
Where
Should
the
Firm
Focus?
100
Summary
101
Review
Questions
and
Exercises
101
Case
3-1
The
Brita
Products
Company
103
Case
3-2
Harrah’s
Entertainment.
Inc.
117
CHAPTER
4
Measuring
Customer
Equity
141
Brand
Switching
and
Customer
Lifetime
Value
141
Modeling
the
Switching
Matrix
143
Returnon
Investment
146
Cross-Sectional
versus
Longitudinal
Data
146
Summary
150
Review
Questions
and
Exercises
150
Case
4-1
Aerosphere
Airlines
(A)
151
Case
4-2
Aqualisa
Quartz:
Simply
a
Better
Shower
152
Case
4-3
Calvx
Corolla
166
PART
II:
DEVELOPING
STRATEGIES
FOR
CUSTOMER
EQUITY
MANAGEMENT
194
CHAPTERS
Customer
Selection
194
Effective
Customer
Management
Strategy
194
Customer
Selection
195
C
nstonicr
Roles
ami
Management
/W
(
nuoincr
Selection
Decision
Accountability
W
(
nsfoiner
Selection
Decision
livalnation
Basis
and
Data
Onnh!
IW
Contents
xi
Summary
201
Review
Questions
and
Exercises
201
Case
5-1
Granny’s
Goodies,
Inc.
202
Case
5-2
Fabtek
(A)
224
Case
5-3
Fabtek
(B)
235
CHAPTER
6
Building
and
Managing
Brand
Equity
237
Brand
Equity:
What
Is
It
and
Why
Does
It
Matter?
237
When
Brand
Equity
Matters
Most
238
How
Can
a
Firm
Grow
Brand
Equity?
240
Building
Brand
Awareness:
The
Customer
Communications
Strategy
241
Attitude
Toward
the
Brand:
Brand
Positioning
Strategy
242
Corporate
Citizenship
and
Ethics:
Doing
the
Right
Things
and
Doing
Things
Right
243
Summary
246
Review
Questions
and
Exercises
247
Case
6-1
Eastman
Kodak
Company:
Funtime
Film
248
Case
6-2
ALLOY.com:
252
Case
6-3
Brand
Report
Card
Exercise
262
CHAPTER
7
Building
and
Managing
Value
Equity
267
Value
Equity:
The
Firm’s
Ability
to
Balance
the
Customer’s
Value
Equation
268
When
Value
Equity
Matters
Most
270
Drivers
of
Value
Equity
271
Quality
271
Price
274
Convenience
277
Summary
279
Review
Questions
and
Exercises
279
Case
7-1
KONE:
The
MonoSpace®
Launch
in
Germany
280
Case
7-2
The
Medicines
Company
297
CHAPTER
8
Managing
Relationship
Equity
313
Different
Approaches
to
Managing
a
Customer
Relationship
Over
Time
313
Foot-in-the-Door
Approach
212
All-at-Once
Approach
216
Managing
Different
Customer
Types
Concurrently
319
Quadrant
I:
Hiyli
Price
—
/liyh
C
PS
221
Quadrant
2:
lliyh
Price—Low
CIS
222
XII
Contents
Quadrant
3:
Low
Price
—
Low
CTS
323
Quadrant
4:
Low
Price
—
Low
CTS
324
Summary
325
Review
Questions
and
Exercises
325
Case
8-1
WESCO
Distribution,
Inc.
326
Case
8-2
Arrow
Electronics,
Inc
347
CHAPTER
9
Managing
Customer
Relationships
Using
Multiple
Touch
Points
in
Multi-Channel
Settings
363
Multi-Channel
Marketing:
The
Firm s
Perspective
363
Choosing
Between
the
Various
Options
in
Multi-Channels
364
The
Customer s
Perspective
365
Summary
366
Review
Questions
and
Exercises
366
Case
9-1
Eddie
Bauer,
Inc.
367
PART
III:
MEASURING,
MONITORING,
AND
EVALUATING
CUSTOMER
EQUITY
MANAGEMENT
STRATEGY
381
CHAPTER
10
Strategic
Implementation:
Investing
for
Maximum
Impact
381
Quick
Review:
How
Did
We
Get
to
This
Point?
381
Evaluating
Potential
Marketing
Actions
383
Opportunity
for
Hands-On
Analysis
385
Tracking
Results
and
Monitoring
the
Process
386
Measure
Customer
Equity
over
Time
336
Test
crsus
Control
333
Summary
389
Review
Questions
and
Exercises
390
Case
10-1
Aerosphcre
Airlines
(B)
391
Case
10-2
Customer
Value
Measurement
at
Nortel
Networks—
Optical
Networks
Division
392
Case
10-3
Hilton
H
Honors
Worldwide:
Loyalty
Wars
410
CHAPTER
11
Managing
Customer
Profitability
in
Industrial
Markets
424
Managing
Customers
lor
Revenue
426
iiit’
SCW
Index
42o
Price
Paul
Index
42~
Managing
Customers
for
Profit
428
Summary
428
Review
Questions
and
Exercises
429
Contents
XIII
Case
11-1
Hunter
Business
Group:
TeamTBA
430
Case
11-2
CMR
Enterprises
442
CHAPTER
12
The
Role
of
CRM
Technologies
in
Customer
Management
460
Background
460
Fitting
Strategy
with
Functional
Design
461
Integration
—Stakeholders
462
Integration
—Critical
Touch
Points
462
Front
Office
and
Back
Office
462
Operational
and
A
nalytical
463
Internal
and
External
463
Multi-Channel
and
Cross
Channel
Coordination
464
Implementation
Stumbling
Blocks
464
How
to
Measure
Success
465
Industry
Overview
465
Industry
Trends
466
Summary
467
Review
Questions
and
Exercises
467
Case
12-1
Moore
Medical
Corporation
468
Case
12-2
SaleSoft,
Inc.
482
CHAPTER
13
How
Customer
Management
Is
Changing
Marketing
500
How
Customer
Equity
Analysis
Changes
Marketing
500
Customer
Management
and
Marketing
Accountability
501
Summary
501
Review
Questions
and
Exercises
502
Case
13-1
Customer
Profitability
and
Customer
Relationship
Management
at
RBC
Financial
Group
(Abridged)
503
Case
13-2
Citibank:
Launching
the
Credit
Card
in
Asia
Pacific
(A)
519
Index
541
|
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| id | DE-604.BV020025984 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:11:08Z |
| institution | BVB |
| isbn | 0131419293 |
| language | English |
| lccn | 2004057256 |
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| physical | XXII, 552 S Ill., graph. Darst. 1 CD-ROM (12 cm) |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Pearson/Prentice Hall |
| record_format | marc |
| spelling | Rust, Roland T. Verfasser aut Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas Upper Saddle River, N.J. Pearson/Prentice Hall 2005 XXII, 552 S Ill., graph. Darst. 1 CD-ROM (12 cm) txt rdacontent n rdamedia nc rdacarrier Klantgerichtheid gtt Relatiemarketing gtt Customer equity Management Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenwert (DE-588)4515875-7 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Kundenwert (DE-588)4515875-7 s Kundenmanagement (DE-588)4236865-0 s b DE-604 Lemon, Katherine N. Sonstige (DE-588)124111602 oth Narayandas, Das Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013347293&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rust, Roland T. Customer equity management Klantgerichtheid gtt Relatiemarketing gtt Customer equity Management Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4515875-7 (DE-588)4061963-1 |
| title | Customer equity management |
| title_auth | Customer equity management |
| title_exact_search | Customer equity management |
| title_full | Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas |
| title_fullStr | Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas |
| title_full_unstemmed | Customer equity management Roland T. Rust, Katherine N. Lemon, Das Narayandas |
| title_short | Customer equity management |
| title_sort | customer equity management |
| topic | Klantgerichtheid gtt Relatiemarketing gtt Customer equity Management Kundenmanagement (DE-588)4236865-0 gnd Kundenwert (DE-588)4515875-7 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Klantgerichtheid Relatiemarketing Customer equity Management Kundenmanagement Kundenwert Unternehmen |
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