Customer Equity Management with Software
Published on 24. December 2004
Book
Mixed media product
324 pages
978-0-13-153560-2 (ISBN)
Description
For Customer Relationship Management (CRM) courses at MBA and advanced undergraduate levels. Also suitable as a supplement for Marketing Strategy and Marketing Management courses.
This concise new textbook by a team of award winning professors presents the concepts and analytic tools necessary to understand customer equity management. It's organized around a simple framework, the Strategic Customer Equity Management plan for developing profitable marketing strategies. Applied in its orientation, it contains a variety of practical tools including two cases on CD that use analytic software developed by the authors.
This concise new textbook by a team of award winning professors presents the concepts and analytic tools necessary to understand customer equity management. It's organized around a simple framework, the Strategic Customer Equity Management plan for developing profitable marketing strategies. Applied in its orientation, it contains a variety of practical tools including two cases on CD that use analytic software developed by the authors.
Reviews / Votes
"The approach of this textbook is very original and of great interest both to academics and practitioners. This textbook is a must for everyone seriously interested in marketing." - Universite de Neuchatel Reviewer"The book is written in a clear and simple style. It clearly fits managers and undergraduates." - Tel-Aviv University reviewer
"[Customer Equity Management] gives models and tools for analyzing your customer base and managing them for profits. Practical! Easy to understand tools." - Lyndon State College reviewer
"It is very clear and effective writing. The authors should be congratulated for it." - Universite de Neuchatel Reviewer
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Width: 234 mm
Thickness: 21 mm
Weight
826 gr
ISBN-13
978-0-13-153560-2 (9780131535602)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Roland T. Rust holds the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is Chair of the Marketing Department and directs the Center for Excellence in Service. His lifetime achievement honors include the American Marketing Association's Gilbert A. Churchill Award for Lifetime Achievement in Marketing Research, the Outstanding Contributions to Research in Advertising award from the American Academy of Advertising, the AMA's Career Contributions to the Services Discipline Award, Fellow of the American Statistical Association, and the Henry Latane Distinguished Doctoral Alumnus Award from the University of North Carolina at Chapel Hill. He has won best article awards for articles in Marketing Science, Journal of Marketing Research, Journal of Marketing (twice), Journal of Advertising, and Journal of Retailing, as well as MSI's Robert D. Buzzell Best Paper Award (twice). His book, Driving Customer Equity (written with Valarie Zeithaml and Katherine Lemon) won the 2002 Berry-AMA Book Prize for the best marketing book of the previous three years. His work has received extensive media coverage, including a Business Week cover story and an appearance on ABC World News Tonight with Peter Jennings. He is the founder and Chair of the AMA Frontiers in Services Conference, and serves as founding Editor of the Journal of Service Research. Professor Rust also is an Area Editor at Marketing Science and Production and Operations Management, and serves on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and the Journal of Interactive Marketing. He has consulted with many leading companies worldwide, including such companies as American Airlines, AT&T, Chase Manhattan Bank, Dow Chemical, DuPont, FedEx, IBM, Nortel, Procter & Gamble, Sears, Unilever, and USAA. Email: rrust@rhsmith.umd.edu.
Katherine N. Lemon, Ph.D., is an associate professor of marketing at the Wallace E. Carroll School of Management, Boston College. She is a recognized leader in the areas of customer equity, customer asset management and marketing strategy. Lemon serves on the editorial boards of the Journal of Marketing, Journal of Service Research, Journal of the Academy of Marketing Science, International Journal of Electronic Commerce and the Journal of Interactive Marketing, and on the Academic Council of the American Marketing Association. She has received multiple best-article awards for her research, including the Journal of Marketing and the Journal of Service Research, and is a recipient of the American Marketing Association's Berry Book Award and of the 2003 and 2004 Marketing Science Institute Robert D. Buzzell Best Paper Award. Lemon's prior books include Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy (The Free Press, 2000; with Rust and Zeithaml), and Wireless Rules (McGraw-Hill, 2001, with Newell). She teaches courses focusing on customer equity, dynamic customer relationship management, marketing strategy, and marketing ROI. Lemon has consulted with and taught senior executives at leading global companies including Microsoft, Eli Lilly and Company, Timberland, IBM, Pearson Education, Siemens Corporation, Hewlett-Packard, Citigroup, Deloitte, HSBC, Ericsson, Textron, The Capital Markets Company (CAPCO), Copernicus Marketing, and the US Office of Thrift Supervision, and in executive development programs at Wharton and Duke. She has also been an invited and keynote speaker at numerous industry conferences around the world. Email: katherine.lemon@bc.edu.
Das Narayandas, Ph.D. is Professor of Business Administration at the Harvard Business School. He teaches the Business Marketing Elective in the MBA program, and is the Chair of the Business Marketing Strategy for senior sales and marketing executives at the Harvard Business School. He was the Class Day faculty speaker for the MBA Class of 2001. He also received the award for teaching excellence from the MBA Class of 2000 and, more recently, from the MBA Class of 2003. Professor Naryandas' background includes over six years of management experience in sales and marketing for various multinational firms that involved field sales and sales force management, new product development, alliance formation, and marketing communications. His articles have appeared in the Journal of Marketing, Journal of Service Research, Journal of Marketing Research, Sloan Management Review, the Journal of the Academy of Marketing Science and other publications. He serves on the editorial board of the Journal of the Academy of Marketing Science. He has been quoted in publications such as the Economist, and U.S. World and News Report amongst others. Naryandas has developed and executed in-house training programs for such companies as Arrow Electronics, Nortel, Allied Signal, Compaq, Oce, Tata Group, Satyam Computers, and Liberty Mutual. He has also consulted for 3M, Adecco, Microsoft, Nortel, Praxair, and other companies in the areas of Customer Management, Strategic Marketing, Pricing, and Salesforce Management. His current research interests focus on business-to-business marketing and management of customer relationships. Email: nnaryandas@hbs.edu.
Katherine N. Lemon, Ph.D., is an associate professor of marketing at the Wallace E. Carroll School of Management, Boston College. She is a recognized leader in the areas of customer equity, customer asset management and marketing strategy. Lemon serves on the editorial boards of the Journal of Marketing, Journal of Service Research, Journal of the Academy of Marketing Science, International Journal of Electronic Commerce and the Journal of Interactive Marketing, and on the Academic Council of the American Marketing Association. She has received multiple best-article awards for her research, including the Journal of Marketing and the Journal of Service Research, and is a recipient of the American Marketing Association's Berry Book Award and of the 2003 and 2004 Marketing Science Institute Robert D. Buzzell Best Paper Award. Lemon's prior books include Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy (The Free Press, 2000; with Rust and Zeithaml), and Wireless Rules (McGraw-Hill, 2001, with Newell). She teaches courses focusing on customer equity, dynamic customer relationship management, marketing strategy, and marketing ROI. Lemon has consulted with and taught senior executives at leading global companies including Microsoft, Eli Lilly and Company, Timberland, IBM, Pearson Education, Siemens Corporation, Hewlett-Packard, Citigroup, Deloitte, HSBC, Ericsson, Textron, The Capital Markets Company (CAPCO), Copernicus Marketing, and the US Office of Thrift Supervision, and in executive development programs at Wharton and Duke. She has also been an invited and keynote speaker at numerous industry conferences around the world. Email: katherine.lemon@bc.edu.
Das Narayandas, Ph.D. is Professor of Business Administration at the Harvard Business School. He teaches the Business Marketing Elective in the MBA program, and is the Chair of the Business Marketing Strategy for senior sales and marketing executives at the Harvard Business School. He was the Class Day faculty speaker for the MBA Class of 2001. He also received the award for teaching excellence from the MBA Class of 2000 and, more recently, from the MBA Class of 2003. Professor Naryandas' background includes over six years of management experience in sales and marketing for various multinational firms that involved field sales and sales force management, new product development, alliance formation, and marketing communications. His articles have appeared in the Journal of Marketing, Journal of Service Research, Journal of Marketing Research, Sloan Management Review, the Journal of the Academy of Marketing Science and other publications. He serves on the editorial board of the Journal of the Academy of Marketing Science. He has been quoted in publications such as the Economist, and U.S. World and News Report amongst others. Naryandas has developed and executed in-house training programs for such companies as Arrow Electronics, Nortel, Allied Signal, Compaq, Oce, Tata Group, Satyam Computers, and Liberty Mutual. He has also consulted for 3M, Adecco, Microsoft, Nortel, Praxair, and other companies in the areas of Customer Management, Strategic Marketing, Pricing, and Salesforce Management. His current research interests focus on business-to-business marketing and management of customer relationships. Email: nnaryandas@hbs.edu.
Content
Preface
PART I: TOOLS FOR UNDERSTANDING AND ANALYZING CUSTOMER EQUITY
1. Introduction to Customer Equity Management Strategy
2. The Customer Equity Approach and the Customer Management Plan
3. Customer Equity Analysis
4. Measuring Customer Equity
Case 4-1 Aerosphere Airlines (A)
PART II: DEVELOPING STRATEGIES FOR CUSTOMER EQUITY MANAGEMENT
5. Customer Selection
6. Building and Managing Brand Equity
7. Building and Managing Value Equity
8. Managing Relationship Equity
9. Customer Interaction Management
PART III: MEASURING, MONITORING AND EVALUATING THE CUSTOMER EQUITY MANAGEMENT STRATEGY
10. Measuring Monitoring and Evaluating Results
Case 10-1: Aerosphere Airlines (B)
11. Managing Profitability in Industrial Markets
12. Integrating CRM Systems with Customer Management Strategies
13. A Look into the Future
PART I: TOOLS FOR UNDERSTANDING AND ANALYZING CUSTOMER EQUITY
1. Introduction to Customer Equity Management Strategy
2. The Customer Equity Approach and the Customer Management Plan
3. Customer Equity Analysis
4. Measuring Customer Equity
Case 4-1 Aerosphere Airlines (A)
PART II: DEVELOPING STRATEGIES FOR CUSTOMER EQUITY MANAGEMENT
5. Customer Selection
6. Building and Managing Brand Equity
7. Building and Managing Value Equity
8. Managing Relationship Equity
9. Customer Interaction Management
PART III: MEASURING, MONITORING AND EVALUATING THE CUSTOMER EQUITY MANAGEMENT STRATEGY
10. Measuring Monitoring and Evaluating Results
Case 10-1: Aerosphere Airlines (B)
11. Managing Profitability in Industrial Markets
12. Integrating CRM Systems with Customer Management Strategies
13. A Look into the Future