Driving customer equity: how customer life time value is rehaping corporate strategy. /
Roland T. Rust, Valarie Zeithaml and Katherine N. Lemon
- Toronto: The Free Press, 2000.
- xii, 292p.: ills.; 24cm.
Includes index and appendix.
Contents: Beyond brand equity: The case for customer equity -- The Profitable product death spiral -- The True lifetime value of the customer -- The Customer equity framework: A framework for customer equity -- Driving value equity -- Driving brand equity -- Driving retention equity -- Customer-Centered strategy: Measuring customer equity -- Evaluating financial impact -- Strategic analysis -- Managing customer equity: The customer pyramid -- Managing the customer pyramid -- Customer alchemy -- The Internet as the ultimate customer equity tool -- The Customer equity corporation -- Appendices: Obtaining the lifetime value -- Example of customer survey -- Calculating the importance of customer equity drivers.