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Manage Marketing by the Customer Equity Test

In: Perspectives On Promotion And Database Marketing The Collected Works of Robert C Blattberg

Author

Listed:
  • 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)

Abstract

The 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

Suggested Citation

  • Robert C. Blattberg & John Deighton, 2010. "Manage Marketing by the Customer Equity Test," World Scientific Book Chapters, in: Greg M Allenby (ed.), Perspectives On Promotion And Database Marketing The Collected Works of Robert C Blattberg, chapter 13, pages 205-213, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789814287067_0013
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    Cited by:

    1. Chang, Shuhua & Zhang, Zhaowei & Wang, Xinyu & Dong, Yan, 2020. "Optimal acquisition and retention strategies in a duopoly model of competition," European Journal of Operational Research, Elsevier, vol. 282(2), pages 677-695.

    More about this item

    Keywords

    Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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