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The Customer Asset : Understanding and Managing its Value
Bendle, Neil T.; Wang, Xin - 2023
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.
Persistent link: https://www.econbiz.de/10014442245
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Investigating the moderated mediation effect on customer relationship management and customer acquisition
Das, Subhasish; Mishra, Manit; Mohanty, Prasanta Kumar - In: International journal of electronic customer … 12 (2019) 2, pp. 167-190
Persistent link: https://www.econbiz.de/10012253357
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The impact of brand equity on customer acquisition, retention, and profit margin
Stahl, Florian; Heitmann, Mark; Lehmann, Donald R.; … - In: Journal of marketing 76 (2012) 4, pp. 44-63
Persistent link: https://www.econbiz.de/10009782957
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Customer selection and prioritization : the optimal resource allocation approach to maximizing customer value
Bhatnagar, Namita; Maryott, Kiersten; Bejou, David - In: Profit maximization through customer relationship …, (pp. 117-130). 2008
Persistent link: https://www.econbiz.de/10003754265
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Moving from customer lifetime value to customer equity
Drèze, Xavier; Bonfrer, Andre - In: Quantitative marketing and economics : QME 7 (2009) 3, pp. 289-320
Persistent link: https://www.econbiz.de/10003913766
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Optimale Verteilung eines Budgets auf Aktivitäten zur Kundenakquisition, Kundenbindung und Add-on-Selling
Heiligenthal, Jeanette; Weiber, Rolf - In: Direct marketing, (pp. 117-141). 2007
Persistent link: https://www.econbiz.de/10003524707
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Examining the firm's value creation process : a managerial perspective of the firm's value offering strategy and performance
O'Cass, Aron; Ngo, Liem Viet - In: British journal of management : BJM 22 (2011) 4, pp. 646-671
Persistent link: https://www.econbiz.de/10009511986
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Balancing market share growth and customer profitability : budget allocation for customer acquisition and retention
Tsao, Hsiu-yuan; Matthews, Lucy M.; Crittenden, … - In: Organizations and markets in emerging economies 3 (2012) 2, pp. 45-55
Persistent link: https://www.econbiz.de/10009753438
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Moving from customer lifetime value to customer equity
Drèze, Xavier; Bonfrer, Andre - In: From Little's law to marketing science : essays in …, (pp. 85-125). 2016
Persistent link: https://www.econbiz.de/10011436073
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Customer acquisition strategies : a customer equity management perspective
Peters, Kay; Verhoef, Peter C.; Krafft, Manfred - In: Handbook of research on customer equity in marketing, (pp. 227-264). 2015
Persistent link: https://www.econbiz.de/10010483483