Driving customer equity
Subtitle: how lifetime customer value is reshaping corporate strategy
By: Roland T. Rust, Valarie A. Zeithaml, Katherine N. Lemon.
Contributors: Zeithaml, Valarie A.; Lemon, Katherine N.
Publisher: Free Press
Published: 2000
Place of publication: New York
Language: eng
Number of pages: 292
Subjects: Customer services; Customer relations; Marketing; Strategic planning
Description: "Customer Equity Framework yields insights that will help any business increase the value of its customer base. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors.

Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool.

Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity."--BOOK JACKET.
Notes: Includes bibliographical references (p. 275-282) and index.