haku: @author Ryals, L. / yhteensä: 9
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| Tekijä: | Ryals, L. |
| Otsikko: | Determining the indirect value of a customer |
| Lehti: | Journal of Marketing Management
2008 : VOL: 24:7-8, p. 847-964 |
| Asiasana: | customer relations customers valuation |
| Kieli: | eng |
| Tiivistelmä: | Net present value methods (customer lifetime value/customer equity) have emerged as generally preferred ways to assess the financial value of customers, although such calculations fail to take account of other important but indirect sources of value noted by previous researchers, such as advocacy. The article examines the development and application of three processes to determine indirect value in business-to-business and business-to-consumer contexts. The findings show that indirect value has a measurable monetary impact not captured by conventional financial tools, and that understanding this changes the way in which customers are managed. |
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