Rust, Roland T.
Driving Customer Equity: How Lifetime Customer Value is Reshaping Corporate Strategy
- ISBN 13:
- 9780684864662
- author:
- Rust, Roland T.
- format:
- HardBack
- publisher:
- Free Press
- language:
- English
- Publication Year:
- 2000
- Pages:
- 304
- Dimensions:
- 23.8 x 16 x 3.2 cm
- Genre:
- Management Textbook
- Condition:
- New
- Availability:
- Item usually sent within 5 working days
Description
Understanding customer lifetime value and its impact on corporate strategy has never been more crucial. This book provides a dynamic new model to help businesses maximize their most valuable asset: their customer base.
The authors' Customer Equity Framework offers powerful insights into how managers can increase the value of their customer base by focusing on three key drivers: Value Equity, Brand Equity, and Retention Equity. By applying these principles, companies can build competitive metrics that reveal their Customer Equity relative to their competitors.
With real-world examples from leading companies such as Intuit.com, Schwab.com, and Priceline.com, this book demonstrates how managers can make informed strategic decisions about investments in customer equity and project financial returns from these efforts.
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