Managing customers as investments: the strategic value of customers in the long run
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Wharton School Publ.
2005
|
| Ausgabe: | 1. print. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references (p. 187-198) and index |
| Beschreibung: | xvii, 205 S. graph. Darst. 24 cm |
| ISBN: | 0131428950 |
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| 650 | 4 | |a Marketing relationnel | |
| 650 | 4 | |a Relations avec la clientèle | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Managing customers as investments
Autor: Gupta, Sunil
Jahr: 2005
y f**w
CONTENTS
ACKNOWLEDGMENTS XV
CHAPTER 1 CUSTOMERS ARE ASSETS 1
IMPORTANCE OF CUSTOMERS 2
THE GAP BETWEEN BELIEFS AND ACTIONS 3
BRIDGING THE GAP 6
THE PLAN OF THE BOOK 10
SUMMARY 11
CHAPTER 2 THE VALUE OF A CUSTOMER 13
CUSTOMER LIFETIME VALUE 15
CREATING METRICS THAT MATTER 17
Data Requirements 18
Complexity 19
Illusion of Precision 20
A SIMPLE APPROACH 24
HOW REASONABLE ARE OUR ASSUMPTIONS? 27
CONTENTS
Margin 27
Retention Rate 29
Time Horizon 31
MODIFICATIONS AND EXTENSIONS 33
Margin Growth 33
Improving Retention 37
Finite Time Horizon 38
SUMMARY 39
CHAPTER 3 CUSTOMER-BASED STRATEGY 41
TRADITIONAL MARKETING STRATEGY 42
VALUE TO THE FIRM VS. VALUE TO THE CUSTOMER 43
The Two Sides of Customer Value 44
KEY MARKETING METRICS 47
Traditional Metrics 47
Customer Metrics 48
TRADITIONAL VS. CUSTOMER-BASED STRATEGY: A CASE STUDY 51
DRIVERS OF CUSTOMER PROFITABILITY 53
Customer Acquisition 53
Customer Margin 64
Customer Retention 70
SUMMARY 77
CHAPTER 4 CUSTOMER-BASED VALUATION 79
CUSTOMER ACQUISITION VIA FIRM ACQUISITION 81
AT T s Acquisition of TCI and MediaOne 84
Acquisitions in the European Utility Industry 89
FROM CUSTOMER VALUE TO FIRM VALUE 90
The Rise and Fall of Internet Gurus 92
CONTENTS
The Eyeballs Have It-or Do They? 92
Customer-Based Valuation 93
DRIVERS OF CUSTOMER AND FIRM VALUE 98
Impact of Marketing Actions on Firm Value 99
Impact of Marketing and Financial Instruments on Firm Value 101
VALUING NETFLIX 102
SUMMARY 106
CHAPTER 5 CUSTOMER-BASED PLANNING 109
STEP 1: CUSTOMER OBJECTIVES 110
The Case of Evergreen Trust 111
The Case of Lipitor 114
STEP 2: UNDERSTANDING SOURCES OF VALUE TO CUSTOMERS 115
Economic Value 117
Functional Value 119
Psychological Value 120
STEP 3: DESIGNING MARKETING PROGRAMS 121
Marketing Mix-the 4 Ps 121
Managing Customer Touchpoints 125
Loyalty Programs 126
Database Marketing 129
STEP 4: CUSTOMER METRICS FOR ASSESSING EFFECTIVENESS
OF PROGRAMS 131
Choosing and Using the Right Metrics 133
SUMMARY 134
CHAPTER 6 CUSTOMER-BASED ORGANIZATION 137
ORGANIZATIONAL STRUCTURE 137
The Case of LI. Bean 140
CONTENTS
INCENTIVE SYSTEMS 142
EMPLOYEE SELECTION AND TRAINING 143
CUSTOMER-BASED COSTING 144
NEW METRICS 149
WHO NEEDS TO DO WHAT: TASKS FOR VARIOUS PARTIES 150
HARRAH S ENTERTAINMENT, INC.: A WINNING HAND IN A DICEY BUSINESS 156
COMMON MISTAKES IN IMPLEMENTING A CUSTOMER-BASED STRATEGY 160
CONCLUDING REMARKS 163
APPENDIX A: ESTIMATING CUSTOMER LIFETIME VALUE
(CLV) 167
APPENDIX B: IMPACT OF RETENTION ON SHARE
AND PROFITS 179
APPENDIX C: VALUE OF CUSTOMER BASE 183
ENDNOTES 187
INDEX 199
|
| adam_txt |
Titel: Managing customers as investments
Autor: Gupta, Sunil
Jahr: 2005
y ' f**w
CONTENTS
ACKNOWLEDGMENTS XV
CHAPTER 1 CUSTOMERS ARE ASSETS 1
IMPORTANCE OF CUSTOMERS 2
THE GAP BETWEEN BELIEFS AND ACTIONS 3
BRIDGING THE GAP 6
THE PLAN OF THE BOOK 10
SUMMARY 11
CHAPTER 2 THE VALUE OF A CUSTOMER 13
CUSTOMER LIFETIME VALUE 15
CREATING METRICS THAT MATTER 17
Data Requirements 18
Complexity 19
Illusion of Precision 20
A SIMPLE APPROACH 24
HOW REASONABLE ARE OUR ASSUMPTIONS? 27
CONTENTS
Margin 27
Retention Rate 29
Time Horizon 31
MODIFICATIONS AND EXTENSIONS 33
Margin Growth 33
Improving Retention 37
Finite Time Horizon 38
SUMMARY 39
CHAPTER 3 CUSTOMER-BASED STRATEGY 41
TRADITIONAL MARKETING STRATEGY 42
VALUE TO THE FIRM VS. VALUE TO THE CUSTOMER 43
The Two Sides of Customer Value 44
KEY MARKETING METRICS 47
Traditional Metrics 47
Customer Metrics 48
TRADITIONAL VS. CUSTOMER-BASED STRATEGY: A CASE STUDY 51
DRIVERS OF CUSTOMER PROFITABILITY 53
Customer Acquisition 53
Customer Margin 64
Customer Retention 70
SUMMARY 77
CHAPTER 4 CUSTOMER-BASED VALUATION 79
CUSTOMER ACQUISITION VIA FIRM ACQUISITION 81
AT T's Acquisition of TCI and MediaOne 84
Acquisitions in the European Utility Industry 89
FROM CUSTOMER VALUE TO FIRM VALUE 90
The Rise and Fall of Internet Gurus 92
CONTENTS
The Eyeballs Have It-or Do They? 92
Customer-Based Valuation 93
DRIVERS OF CUSTOMER AND FIRM VALUE 98
Impact of Marketing Actions on Firm Value 99
Impact of Marketing and Financial Instruments on Firm Value 101
VALUING NETFLIX 102
SUMMARY 106
CHAPTER 5 CUSTOMER-BASED PLANNING 109
STEP 1: CUSTOMER OBJECTIVES 110
The Case of Evergreen Trust 111
The Case of Lipitor 114
STEP 2: UNDERSTANDING SOURCES OF VALUE TO CUSTOMERS 115
Economic Value 117
Functional Value 119
Psychological Value 120
STEP 3: DESIGNING MARKETING PROGRAMS 121
Marketing Mix-the 4 Ps 121
Managing Customer Touchpoints 125
Loyalty Programs 126
Database Marketing 129
STEP 4: CUSTOMER METRICS FOR ASSESSING EFFECTIVENESS
OF PROGRAMS 131
Choosing and Using the Right Metrics 133
SUMMARY 134
CHAPTER 6 CUSTOMER-BASED ORGANIZATION 137
ORGANIZATIONAL STRUCTURE 137
The Case of LI. Bean 140
CONTENTS
INCENTIVE SYSTEMS 142
EMPLOYEE SELECTION AND TRAINING 143
CUSTOMER-BASED COSTING 144
NEW METRICS 149
WHO NEEDS TO DO WHAT: TASKS FOR VARIOUS PARTIES 150
HARRAH'S ENTERTAINMENT, INC.: A WINNING HAND IN A DICEY BUSINESS 156
COMMON MISTAKES IN IMPLEMENTING A CUSTOMER-BASED STRATEGY 160
CONCLUDING REMARKS 163
APPENDIX A: ESTIMATING CUSTOMER LIFETIME VALUE
(CLV) 167
APPENDIX B: IMPACT OF RETENTION ON SHARE
AND PROFITS 179
APPENDIX C: VALUE OF CUSTOMER BASE 183
ENDNOTES 187
INDEX 199 |
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| spelling | Gupta, Sunil Verfasser aut Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann 1. print. Upper Saddle River, NJ Wharton School Publ. 2005 xvii, 205 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. 187-198) and index Marketing - Gestion Marketing relationnel Relations avec la clientèle Relationship marketing Customer relations Marketing Management Kundenwert (DE-588)4515875-7 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Investitionsverhalten (DE-588)4114046-1 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 s Kundenmanagement (DE-588)4236865-0 s Marketingmanagement (DE-588)4168907-0 s DE-604 Kundenwert (DE-588)4515875-7 s Investitionsverhalten (DE-588)4114046-1 s Strategisches Management (DE-588)4124261-0 s DE-188 Lehmann, Donald R. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015016633&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gupta, Sunil Managing customers as investments the strategic value of customers in the long run Marketing - Gestion Marketing relationnel Relations avec la clientèle Relationship marketing Customer relations Marketing Management Kundenwert (DE-588)4515875-7 gnd Strategisches Management (DE-588)4124261-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Investitionsverhalten (DE-588)4114046-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
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| title | Managing customers as investments the strategic value of customers in the long run |
| title_auth | Managing customers as investments the strategic value of customers in the long run |
| title_exact_search | Managing customers as investments the strategic value of customers in the long run |
| title_exact_search_txtP | Managing customers as investments the strategic value of customers in the long run |
| title_full | Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann |
| title_fullStr | Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann |
| title_full_unstemmed | Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann |
| title_short | Managing customers as investments |
| title_sort | managing customers as investments the strategic value of customers in the long run |
| title_sub | the strategic value of customers in the long run |
| topic | Marketing - Gestion Marketing relationnel Relations avec la clientèle Relationship marketing Customer relations Marketing Management Kundenwert (DE-588)4515875-7 gnd Strategisches Management (DE-588)4124261-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Investitionsverhalten (DE-588)4114046-1 gnd Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd |
| topic_facet | Marketing - Gestion Marketing relationnel Relations avec la clientèle Relationship marketing Customer relations Marketing Management Kundenwert Strategisches Management Marketingmanagement Investitionsverhalten Kundenmanagement Beziehungsmarketing |
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