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The Customer Asset : Understanding and Managing its Value

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1. Introduction: What is the Value of Your Customers? -- 2.The VARIED Tasks of the Customer Asset -- 3.The Customer Asset Approach -- 4. Who Is The Customer Assets Approach For? -- 5. Applying the Customer Asset -- 6.Communication about the Customer Asset -- 7.Conclusion -- 8. References.

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Allocation of marketing budgets to maximize customer equity

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Progress in loyalty program research : facts, debates, and future research

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Konsumethik und Premiumsegment : Konzept zur Kundenbindung und Neukundengewinnung im Premiumsegment des deutschen Modemarktes unter besonderer Berücksichtigung einer Konsumethik

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Customer-base management in network industries : the moderating role of network size and market growth

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Navigating the Double-Edged Sword : executive hubris and its impact on customer acquisition and retention

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Your receipt is in the bag : service and temporal effects as factors of customer engagement formation during acquisition

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Perceived service quality and customer satisfaction : a missing link in Indian banking sector

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