Managing customers as investments: the strategic value of customers in the long run
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Pearson
2005
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Hier auch später erschienene, unveränderte Nachdrucke |
| Beschreibung: | XV, 205 S. graph. Darst. 24 cm |
| ISBN: | 9780132161619 0132161613 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV041831709 | ||
| 003 | DE-604 | ||
| 005 | 20150320 | ||
| 007 | t | ||
| 008 | 140506s2005 xxud||| |||| 00||| eng d | ||
| 020 | |a 9780132161619 |9 978-0-13-216161-9 | ||
| 020 | |a 0132161613 |9 0-13-216161-3 | ||
| 035 | |a (OCoLC)881658410 | ||
| 035 | |a (DE-599)BVBBV041831709 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
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| 245 | 1 | 0 | |a Managing customers as investments |b the strategic value of customers in the long run |c Sunil Gupta ; Donald R. Lehmann |
| 264 | 1 | |a Upper Saddle River, NJ |b Pearson |c 2005 | |
| 300 | |a XV, 205 S. |b graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Hier auch später erschienene, unveränderte Nachdrucke | ||
| 650 | 4 | |a Relationship marketing | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Marketing |x Management | |
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| 650 | 0 | 7 | |a Investitionsverhalten |0 (DE-588)4114046-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Kundenmanagement |0 (DE-588)4236865-0 |2 gnd |9 rswk-swf |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-027276578 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804152168552333312 |
|---|---|
| adam_text | CONTENTS
ACKNOWLEDGMENTS
.....................
ХНІ
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
ix
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
CONTENTS
FROM CUSTOMER VALUE TO FIRM VALUE
...............90
The Rise and Fall of Internet Gurus
................92
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
NETFÜX................................102
SUMMARY
.....................................106
CHAPTER
5
CUSTOMER-BASED PLANNING.
......... .109
STEP
1;
CUSTOMER OBJECTIVES
....................110
The Case of Evergreen Trust
.....................
Ill
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 Touchpomts
.................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
CONTENTS
CHAPTER
6
CUSTOMER-BASED ORGANIZATION
...... 137
ORGANIZATIONAL STRUCTURE
.....................137
The Case of L.L Bean
..........................140
INCENTIVE SYSTEMS
..............................42
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
|
| any_adam_object | 1 |
| author | Gupta, Sunil 1958- Lehmann, Donald R. 1944- |
| author_GND | (DE-588)135641772 (DE-588)135641780 |
| author_facet | Gupta, Sunil 1958- Lehmann, Donald R. 1944- |
| author_role | aut aut |
| author_sort | Gupta, Sunil 1958- |
| author_variant | s g sg d r l dr drl |
| building | Verbundindex |
| bvnumber | BV041831709 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.55 |
| callnumber-search | HF5415.55 |
| callnumber-sort | HF 45415.55 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 620 |
| ctrlnum | (OCoLC)881658410 (DE-599)BVBBV041831709 |
| 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 |
| format | Book |
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| id | DE-604.BV041831709 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T01:06:25Z |
| institution | BVB |
| isbn | 9780132161619 0132161613 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027276578 |
| oclc_num | 881658410 |
| open_access_boolean | |
| owner | DE-634 DE-858 DE-384 |
| owner_facet | DE-634 DE-858 DE-384 |
| physical | XV, 205 S. graph. Darst. 24 cm |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Pearson |
| record_format | marc |
| spelling | Gupta, Sunil 1958- Verfasser (DE-588)135641772 aut Managing customers as investments the strategic value of customers in the long run Sunil Gupta ; Donald R. Lehmann Upper Saddle River, NJ Pearson 2005 XV, 205 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Hier auch später erschienene, unveränderte Nachdrucke Relationship marketing Customer relations Marketing Management Strategisches Management (DE-588)4124261-0 gnd rswk-swf Kundenwert (DE-588)4515875-7 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Investitionsverhalten (DE-588)4114046-1 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Beziehungsmarketing (DE-588)4789127-0 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 1\p DE-604 Lehmann, Donald R. 1944- Verfasser (DE-588)135641780 aut Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027276578&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Gupta, Sunil 1958- Lehmann, Donald R. 1944- Managing customers as investments the strategic value of customers in the long run Relationship marketing Customer relations Marketing Management Strategisches Management (DE-588)4124261-0 gnd Kundenwert (DE-588)4515875-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Investitionsverhalten (DE-588)4114046-1 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4515875-7 (DE-588)4168907-0 (DE-588)4789127-0 (DE-588)4114046-1 (DE-588)4236865-0 |
| 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_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 | Relationship marketing Customer relations Marketing Management Strategisches Management (DE-588)4124261-0 gnd Kundenwert (DE-588)4515875-7 gnd Marketingmanagement (DE-588)4168907-0 gnd Beziehungsmarketing (DE-588)4789127-0 gnd Investitionsverhalten (DE-588)4114046-1 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Relationship marketing Customer relations Marketing Management Strategisches Management Kundenwert Marketingmanagement Beziehungsmarketing Investitionsverhalten Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027276578&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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