A Model of Customer Equity Based on Making Marketing Strategy
This thesis provides a model on customer equity and how customer equity provides an opportunity for businessman to make marketing strategy. Usually, the models of ROI have been estimated the charge by the strategies as well as the profit gained by them. The viewpoint of customer-centered is preponderant more than the viewpoint of product-centered. Wherefore, it is important to evaluate a firms marketing strategies in the light of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firms customer equity relative to the incremental expenditure necessary to produce the thesis summarizes a normative structure of strategy, it is provided that the change in a firms customer equity relative to the incremental expenditure necessary to produce the change.
Customer Equity Marketing Strategy ROI
Ja Huizhi Wang Zhiwei He Yongcan
Department of Equipment,Tobacco Henan Industrial Corporation, Zhengzhou, P.R. China, 450003 School of Management Engineering, Zhengzhou University, Zhengzhou, P.R. China, 450001 Zhengzhou Yutong Bus Co., LTD. Zhengzhou. P.R. China, 450016
国际会议
郑州
英文
2008-09-20（万方平台首次上网日期，不代表论文的发表时间）