Driving Customer Equity

Driving Customer Equity

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Rust, Roland T. | Zeithaml, Valerie A. | Lemon, Katherine N. The Free Press, 2000
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IN THIS SUMMARY

Most companies know that they need to become more customer-focused, but because their systems, metrics, and strategies are based on an outmoded product-centered view, they are unable to implement this transformation effectively. Driving Customer Equity addresses this problem by presenting the Customer Equity model, a strategic framework that will help marketing managers and business owners maximize their most important asset-the lifetime value of their customer base. It is a blueprint for clarifying the relationship between customer value, brand equity, and relationship/retention management and for leading companies to make the paradigm shift from a product to a customer focus.