| Description |
98 pages : illustrations ; 22 cm |
| Contents |
Introduction : capturing customer equity : moving from products to customers / David Bejou and Gopalkrishnan R. Iyer -- Developing relationship equity in international markets / Gopalkrishnan R. Iyer, Arun Sharma and David Bejou -- Dimensions and implementation drivers of customer equity management (CEM) - conceptual framework, qualitative evidence and preliminary results of a quantitative study / Manfred Bruhn, Dominik Georgi and Karsten Hadwich -- A network based approach to customer equity management / Rene Algesheimer and Florian v. Wangenheim -- Strategies for maximizing customer equity of low lifetime value customers / Arun Sharma -- Customer value based entry decision in international markets : the concept of international added customer equity / Heiner Evanschitzky and Florian v. Wangenheim |
| Summary |
"Capturing Customer Equity: Moving from Products to Customers is designed to enable academics to chart out future directions and to help marketers to apply recently developed frameworks to the creation in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand."--BOOK JACKET |
| Notes |
"Co-published simultaneously as Journal of relationship marketing, volume 5, number 1, 2006." |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Customer equity.
|
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Customer loyalty.
|
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Electronic commerce -- Management.
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Customer relations -- Management.
|
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Relationship marketing.
|
| Author |
Bejou, David.
|
|
Iyer, Gopalkrishnan R.
|
| LC no. |
2005037792 |
| ISBN |
0789033402 soft cover alkaline paper |
|
9780789033406 soft cover alkaline paper |
|
