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| Author: | Rust, R. T. Lemon, K. N. Zeithaml, V. A. |
| Title: | Where Should the Next Marketing Dollar Go? |
| Journal: | Marketing Management
2001 : SEP-OCT, VOL. 10:3, p. 24-29 |
| Index terms: | MARKETING MARKETING MANAGEMENT EXECUTIVES BRANDS CUSTOMERS |
| Language: | eng |
| Abstract: | The authors of the article state that the era of inefficient unaccountable marketing must end. Marketing executives should spend it where it will have the greatest impact on the lifetime values of the business' customers. In short, it should help build customer equity. The authors state that value equity, brand equity, and relationship equity all drive customer equity, and these drivers include every possible marketing expenditure. By focusing on the drivers that have the greatest impact on customer equity, a firm can focus its efforts most efficiently to grow its customer equity and add to the firm's value. The paper provides a number of exhibits on this subject. |
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