Manage Marketing by the Customer Equity Test

Robert C. Blattberg and John Deighton
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Robert C. Blattberg: Northwestern University's J. L. Kellogg Groduate School of Management in Evanston, Illinois, USA
John Deighton: Harvard Business School in Boston, Massachusetts, USA

Chapter 13 in Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg, 2010, pp 205-213 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe following sections are included:The appropriate question for judging new products and customer service initiatives is, Will it grow our customer equity?Finding the BalanceMaximizing Customer EquityA customer-value statement reports whether a company's marketing programs are building or eroding the customer baseWhen managers strive to grow customer equity, they put the customer at the forefront of their strategic thinking

Keywords: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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