haku: @indexterm Public Relations / yhteensä: 295
viite: 106 / 295
| Tekijä: | Lemon, K.N. Rust, R.T. Zeithaml, V.A. |
| Otsikko: | What drives customer equity? |
| Lehti: | Marketing Management
2001 : SPRING, VOL. 10:1, p. 20-25 |
| Asiasana: | Customer relations Public relations Strategic management Marketing Planning USA |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA