| Document Type
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BL
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| Record Number
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975005
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| Doc. No
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b729375
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| Main Entry
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Villanueva, Julián.
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| Title & Author
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Customer equity : : measurement, management and research opportunities /\ Julian Villanueva.
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| Publication Statement
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Boston :: Now Publishers,, ©2007.
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| Series Statement
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Foundations and trends in marketing ;; vol. 1, no. 1
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| Page. NO
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1 online resource (ix, 99 pages).
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| ISBN
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1601980116
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: 9781601980113
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| Bibliographies/Indexes
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Includes bibliographical references.
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| Contents
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Abstract -- Introduction -- Models to compute customer equity -- Definitions of customer equity -- Customer equity versus brand equity -- Building complete customer equity models -- A typology of customer equity models -- Future directions -- Drivers of customer equity: the acquisition effort -- Optimal acquisition spending -- Identifying the best prospects -- Acquisition budget allocation -- Future directions -- Drivers of customer equity: customer retention -- Determinants of customer retention -- The relationship between customer retention and profitability -- Models to estimate the probability of retention -- Customer defections -- The acquisition-retention interface -- Future directions -- Drivers of customer equity: add-on selling -- Models for product offering selection -- Predicting individual response to add-on offerings (customer selection) -- Estimating the potential value of a customer -- Antecedents of add-on selling -- Future directions -- Marketing customization and customer equity maximization -- A framework for marketing customization -- The objective function to maximize -- Targeted pricing -- On the optimality of customer equity maximization -- Future directions -- Conclusions -- References -- Updates.
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| Abstract
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Despite the recent academic interest in the study of customer equity (CE henceforth), a comprehensive discussion of the prevailing research issues has not been provided. There is a shift in the interest of managers and researchers from a traditional focus on product management to a more recent focus on customer relationship management (CRM). We believe that research on CE could provide the necessary tools to link CRM to long-term financial performance. In this paper, we (a) discuss the academic and strategic importance of CE, (b) provide an extensive literature review, and (c) prioritize future research.We argue that there are two major agendas for future research in CE. The first is to provide better measures (e.g. the measurement of customer lifetime value), and the second is to identify the strategies that lead to CE maximization. We emphasize modeling approaches that have been used or could be used to tackle the suggested research questions. A special focus is given to statistical models that are capable of incorporating long-run dynamics.
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| Subject
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Customer equity-- Management.
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| Subject
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Customer equity-- Research.
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| Subject
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BUSINESS ECONOMICS-- Customer Relations.
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| Dewey Classification
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658.812
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| LC Classification
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HF5415.527.V55 2007eb
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