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| Author: | Lemon, K.N. Rust, R.T. Zeithaml, V.A. |
| Title: | What drives customer equity? |
| Journal: | Marketing Management
2001 : SPRING, VOL. 10:1, p. 20-25 |
| Index terms: | Customer relations Public relations Strategic management Marketing Planning USA |
| Language: | eng |
| Abstract: | A company's current customers provide the most reliable source of future revenues and profits. Consider the issues facing a typical brand manager, product manager, or marketing-oriented CEO: How do I manage the brand? How will my customers react to changes in the product or service offering? Should I raise price? What is the best way to enhance the relationships with my current customers? Where should I focus my efforts? Business executives can answer such questions by focusing on customer equity, the total of the discounted lifetime values of all the firm's customers. |
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