Managing customers for profit: strategies to increase profits and build loyalty
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, N.J.
Pearson Education
c.2008
|
| Ausgabe: | paperback |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XX,296 S. Ill., graph. Darst. 24 cm |
| ISBN: | 9780136117407 0136117406 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV040519635 | ||
| 003 | DE-604 | ||
| 005 | 20121128 | ||
| 007 | t | ||
| 008 | 121105s2009 xxuad|| |||| 00||| eng d | ||
| 020 | |a 9780136117407 |9 978-0-13-611740-7 | ||
| 020 | |a 0136117406 |9 0-13-611740-6 | ||
| 035 | |a (OCoLC)820378072 | ||
| 035 | |a (DE-599)BVBBV040519635 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-739 | ||
| 050 | 0 | |a HF5415.5 | |
| 082 | 0 | |a 658.8/12 | |
| 084 | |a QP 620 |0 (DE-625)141911: |2 rvk | ||
| 100 | 1 | |a Kumar, V. |d 1957- |e Verfasser |0 (DE-588)131395319 |4 aut | |
| 245 | 1 | 0 | |a Managing customers for profit |b strategies to increase profits and build loyalty |c V. Kumar |
| 250 | |a paperback | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Pearson Education |c c.2008 | |
| 300 | |a XX,296 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Customer relations |x Management | |
| 650 | 4 | |a Profit | |
| 650 | 0 | 7 | |a Kundenmanagement |0 (DE-588)4236865-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Beziehungsmanagement |0 (DE-588)4326109-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Profit |0 (DE-588)4130631-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Kundenmanagement |0 (DE-588)4236865-0 |D s |
| 689 | 0 | 1 | |a Beziehungsmanagement |0 (DE-588)4326109-7 |D s |
| 689 | 0 | 2 | |a Profit |0 (DE-588)4130631-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | 2 | |m Digitalisierung UB Passau |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 856 | 4 | 2 | |m Digitalisierung UB Passau |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |3 Klappentext |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-025365957 | ||
Datensatz im Suchindex
| _version_ | 1804149600805715968 |
|---|---|
| adam_text | CONTENTS
Foreword
............................. ............xiii
Preface
..............................................xv
Acknowledgments
...............................xviii
About the Author
..................................xix
Chapter
1
Introduction
....................................1
Customer Lifetime Value
.................................4
Aligning Customer Management Strategies with
the CLV Metric
.........................................8
Endnotes.............................................10
Chapter
2
Maximizing Profitability
........................11
Loyalty Programs
......................................12
How Do Loyal Customers Really Perform?
..................16
Are Loyal Customers Profitable?
..........................17
Debunking the Myths
...................................22
Where Do Firms Go Wrong?
..............................23
The Problem with Measuring Loyalty
......................24
When to Stop Investing in a Customer
.....................25
Conclusion
...........................................26
Endnotes.............................................27
Chapter
3
Customer Selection Metrics
........................29
Traditional Metrics
.....................................30
The Need for a Forward-Looking Metric
...................35
Introducing Customer Lifetime Value (CLV)
.................37
Advanced Model for Measuring CLV
.......................49
Conclusion
.............................................56
Endnotes.............................................56
Chapter
4
Managing Customer Profitability
..................59
Typical CLV Drivers
....................................60
A Specific B2B Case Study
...............................61
A B2C Case Study in the Retailing Industry
.................66
Conclusion
...........................................73
Endnotes.............................................73
Chapter
5
Maximizing Customer Profitability
................75
The Wheel of Fortune
...................................75
Customer Selection
.....................................78
Managing Loyalty and Profitability Simultaneously
..........79
Optimal Allocation of Resources
..........................80
Pitching the Right Product to the Right Customer
at the Right Time
......................................81
Preventing Customer Attrition
...........................83
Managing Multichannel Shoppers
.........................84
Linking Investments in Branding to Customer Profitability
___85
Acquiring Profitable Customers
...........................85
Viral Marketing Strategies
...............................86
Implementation/Interaction Orientation
...................87
The Future of Customer Management
......................88
The Power of CLV and the Wheel of Fortune
................89
Conclusion
.............................................90
Endnotes.............................................90
Chapter
6
Managing Loyalty and Profitability
Simultaneously
.....................................93
Behavioral and Attitudinal Loyalty
........................93
Customer Segmentation
.................................95
A Framework for Building and Sustaining Loyalty
...........99
Cultivating Attitudinal Loyalty
...........................102
Linking Loyalty to Profitability
..........................103
Operationalizingthe Framework
.........................103
Evolution of Loyalty Programs
..........................107
Conclusion
..........................................110
Endnotes............................................110
Chapter
7
Optimal Allocation of Resources across
Marketing and Communication Strategies
.......113
Communication Channels
..............................115
Type and Frequency of Communication
...................116
Resource-Allocation Strategy and CLV Maximization
........119
Optimal Resource Allocation: A Case Study
................122
Conclusion
..........................................124
Endnotes............................................125
Contents
Chapter
8
Pitching the Right Product to the Right
Customer at the Right Time
.......................127
What Companies Have Been Doing
.......................128
The Question of What Next?
...........................129
An Integrated Approach to Predicting Customer Behavior
___132
Increasing the Cross-Sell Ratio: Path to Profitability
.........138
Conclusion
..........................................142
Endnotes............................................142
Chapter
9
Preventing Attrition of Customers
................143
Impact of Attrition
....................................145
Case Study: Telecommunication Industry
.................146
Preventing Attrition
...................................147
Conclusion
..........................................161
Endnotes............................................162
Chapter
10
Managing Multichannel Shoppers
................163
Search First, Then Purchase
.............................164
Who Are Multichannel Shoppers?
........................166
Are Multichannel Shoppers More Profitable?
...............173
Determining the Next Channel a Customer Adopts
..........174
Are Multichannel Customers More Profitable?
..............182
Does Order of Channel Adoption Matter?
..................183
Managing Multichannel Resources
.......................184
Conclusion
............................................184
Endnotes............................................185
Chapter
11
Linking Investments in Branding to
Customer Profitability
............................187
Aggregate versus Individual Brand Value
..................190
Framework for Linking Brand Value to CLV
................190
How to Link the IBV to CLV
.............................197
Conclusion
..........................................204
Endnotes............................................204
Chapter
12
Acquiring Profitable Customers
..................205
Pitfalls to Balancing Acquisition and Retention
.............207
Solution to Balancing Acquisition and Retention: ARPRO
.....212
The Profit-Maximizing ARPRO Strategy
...................217
Which Is More Critical: Acquisition or Retention Spending?
.. .218
Maximum Profits, Acquisition Likelihood,
and Relationship Duration
..............................219
Conclusion
............................................220
Endnotes............................................220
Chapter
13
Managing Customer Referral Behavior
...........223
Customer Referral Value
(CRV)
..........................225
Calculating
CRV:
A Typical Customer
.....................230
Are CLV and
CRV
Related?
..............................233
Typical Marketplace Phenomenon
.......................235
Managerial Implications
.................................245
Conclusion
..........................................248
Endnotes............................................248
Chapter
14
Organizational and Implementation Challenges
. .249
Organizational Issues
..................................251
Implementation Challenges
.............................259
Conclusion
............................................265
Endnotes............................................266
Chapter
15
The Future of Customer Management
............267
Customer Groups
.....................................270
Marketing Strategies
...................................271
Aligning Marketing Strategies to Customer Groups
.........272
Conclusion
............................................280
Endnotes............................................280
Index
.........................................283
THIS BOOK SHOWS YOU HOW.
Leading marketing expert V. Kumar shows how to use Customer Lifetime Value
(CLV) to target customers with higher profit potential.
.
.manage and reward existing
customers based on their profitability.
.
.and invest in high-profit
customers to prevent attrition and ensure future profitability.
Kumar introduces customer-centric approaches to allocating
marketing resources for maximum effectiveness...pitching
the right products to the right customers at the righttime..
.
determining when a customer is likely to leave, and whether
to intervene...managing multichannel shopping...even
calculating a customer s referral value.
Drawing on his extensive experience consulting with world-class marketing
organizations, Kumar illuminates the challenges of transitioning from a
product-centric to a customer-centric approach and presents proven solutions.
Simply put, this book s techniques offer marketing executives a complete
framework for linking their investments to business value-and maximizing the
lifetime value of every single customer.
|
| any_adam_object | 1 |
| author | Kumar, V. 1957- |
| author_GND | (DE-588)131395319 |
| author_facet | Kumar, V. 1957- |
| author_role | aut |
| author_sort | Kumar, V. 1957- |
| author_variant | v k vk |
| building | Verbundindex |
| bvnumber | BV040519635 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.5 |
| callnumber-search | HF5415.5 |
| callnumber-sort | HF 45415.5 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 620 |
| ctrlnum | (OCoLC)820378072 (DE-599)BVBBV040519635 |
| dewey-full | 658.8/12 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/12 |
| dewey-search | 658.8/12 |
| dewey-sort | 3658.8 212 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | paperback |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01996nam a2200469zc 4500</leader><controlfield tag="001">BV040519635</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20121128 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">121105s2009 xxuad|| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780136117407</subfield><subfield code="9">978-0-13-611740-7</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0136117406</subfield><subfield code="9">0-13-611740-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)820378072</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV040519635</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-739</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.5</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/12</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 620</subfield><subfield code="0">(DE-625)141911:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Kumar, V.</subfield><subfield code="d">1957-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)131395319</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Managing customers for profit</subfield><subfield code="b">strategies to increase profits and build loyalty</subfield><subfield code="c">V. Kumar</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">paperback</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Upper Saddle River, N.J.</subfield><subfield code="b">Pearson Education</subfield><subfield code="c">c.2008</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XX,296 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield><subfield code="c">24 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Customer relations</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Profit</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Kundenmanagement</subfield><subfield code="0">(DE-588)4236865-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Beziehungsmanagement</subfield><subfield code="0">(DE-588)4326109-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Profit</subfield><subfield code="0">(DE-588)4130631-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Kundenmanagement</subfield><subfield code="0">(DE-588)4236865-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Beziehungsmanagement</subfield><subfield code="0">(DE-588)4326109-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Profit</subfield><subfield code="0">(DE-588)4130631-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Passau</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Passau</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Klappentext</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-025365957</subfield></datafield></record></collection> |
| id | DE-604.BV040519635 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:25:37Z |
| institution | BVB |
| isbn | 9780136117407 0136117406 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025365957 |
| oclc_num | 820378072 |
| open_access_boolean | |
| owner | DE-739 |
| owner_facet | DE-739 |
| physical | XX,296 S. Ill., graph. Darst. 24 cm |
| publishDate | 2008 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Pearson Education |
| record_format | marc |
| spelling | Kumar, V. 1957- Verfasser (DE-588)131395319 aut Managing customers for profit strategies to increase profits and build loyalty V. Kumar paperback Upper Saddle River, N.J. Pearson Education c.2008 XX,296 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Customer relations Management Profit Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Profit (DE-588)4130631-4 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s Profit (DE-588)4130631-4 s DE-604 Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Kumar, V. 1957- Managing customers for profit strategies to increase profits and build loyalty Customer relations Management Profit Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Profit (DE-588)4130631-4 gnd |
| subject_GND | (DE-588)4236865-0 (DE-588)4326109-7 (DE-588)4130631-4 |
| title | Managing customers for profit strategies to increase profits and build loyalty |
| title_auth | Managing customers for profit strategies to increase profits and build loyalty |
| title_exact_search | Managing customers for profit strategies to increase profits and build loyalty |
| title_full | Managing customers for profit strategies to increase profits and build loyalty V. Kumar |
| title_fullStr | Managing customers for profit strategies to increase profits and build loyalty V. Kumar |
| title_full_unstemmed | Managing customers for profit strategies to increase profits and build loyalty V. Kumar |
| title_short | Managing customers for profit |
| title_sort | managing customers for profit strategies to increase profits and build loyalty |
| title_sub | strategies to increase profits and build loyalty |
| topic | Customer relations Management Profit Kundenmanagement (DE-588)4236865-0 gnd Beziehungsmanagement (DE-588)4326109-7 gnd Profit (DE-588)4130631-4 gnd |
| topic_facet | Customer relations Management Profit Kundenmanagement Beziehungsmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025365957&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kumarv managingcustomersforprofitstrategiestoincreaseprofitsandbuildloyalty |