Capturing Customer Equity

This book presents thought-provoking, cutting-edge writing on customer equity management. The editors and contributing authors are top international marketing researchers who share their expertise in this new area of marketing research and practice. "Capturing Customer Equity: Moving from Products to Markets" is designed to enable academics to chart out future research directions and to help marketers to apply recently developed frameworks to the creation and management of customer equity in domestic and international markets. Handy charts, tables, and figures make complex information easy to access and understand. "Capturing Customer Equity: Moving from Products to Markets" is divided into five chapters. Developing Relationship Equity in International Markets delves into the realm of relationship marketing to define the term relationship equity and presents strategies for enhancing relationship equity in international markets via personal relationships as well as consistent processes and outcomes. Dimension and Implementation Drivers of Customer Equity Management (CEM) Conceptual Framework, Qualitative Evidence, and Preliminary Results of a Quantitative Study explores theoretical considerations as well as qualitative and quantitative research applying confirmatory factor analysis. A Network-Based Approach to Customer Equity Management moves beyond the dyadic relationship marketing concept to present a theoretical framework for extending current thinking on customer equity towards the network perspective. Strategies for Maximizing Customer Equity of Low Lifetime Value Customers examines strategies designed to assist firms in their relationships with customers who have low lifetime value. Customer Value-Based Entry Decision in International Markets: The Concept of International Added Customer Equity Market deals with entry decisions that are some of a firm's most important long-term strategic choices. Still, the international marketing literature has not yet fully incorporated the idea of relationship marketing in general, and the customer value concept in particular, as a basis for market entry decisions.