Customer Equity Marketing:: Touching the Intangible

Tomás Bayón, Jens Gutsche and Hans Bauer

European Management Journal, 2002, vol. 20, issue 3, 213-222

Abstract: Research has shown that the market value of stock listed companies is to a large extent attributable to investors' value estimations of intangible assets. Among these, Customer Equity, the monetary value potential of a company's current and future customers, is of central importance. It is the key driver of shareholder value from operational business activity. For companies competing for investment resources, this means to consequently achieve and increase this value potential by following an appropriate marketing approach. The article gives guidance on how such an approach and its core methods could look. It aims at redefining the marketing discipline from a shareholder's perspective by putting Customer Equity at its center.

Keywords: Value-based; Marketing; Customer; Equity; Customer; Lifetime; Value; Customer; Relationship; Management; Strategic; Marketing (search for similar items in EconPapers)
Date: 2002
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Citations: View citations in EconPapers (11)

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