Rust, Roland T. creator Zeithaml, Valarie A. Lemon, Katherine N. text xxu Toronto The Free Press 2000 monographic eng

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xii, 292p.: ills.; 24cm. 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. Roland T. Rust, Valarie Zeithaml and Katherine N. Lemon Includes index and appendix. HF5415.5.R87 0684864665 140610