Grin Verlag
Towards Customer Equity: should marketers shift focus from brand equity?
Product Code:
9783640476893
ISBN13:
9783640476893
Condition:
New
$39.50
$38.63
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Towards Customer Equity: should marketers shift focus from brand equity?
$39.50
$38.63
Sale 2%
Scientific Essay from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, language: English, abstract: A strong brand, having high brand equity generates higher revenue for the company. Brand Equity, as evidenced, results from a strong mental association that the customer links with the brand. It can be considered as the sum of customers' assessments of a brand's intangible qualities. Therefore, it cannot be a true measure of the marketing efforts of a company, though it was perceived so long to be so. Customer Equity, of late, has been identified as a basis to build powerful customer-centric marketing programs, which are more effective in highly competitive business scenario. There are three drivers of customer equity-value equity, brand equity, and relationship equity. Today's turbulent business environment is in requirement of maximizing the value of a company's customer assets. This stresses further the importance of focusing on Customer Equity as a customer-centric approach, rather than on Brand Equity, basically a product-centered approach.
| Author: Malini Majumdar |
| Publisher: Grin Verlag |
| Publication Date: Nov 23, 2009 |
| Number of Pages: 32 pages |
| Binding: Paperback or Softback |
| ISBN-10: 3640476891 |
| ISBN-13: 9783640476893 |
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