Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Abstract
The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm's customer equity is the change in its current and future customers’ lifetime values, summed across all customers in the...
Paper Details
Title
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Published Date
Jan 1, 2004
Journal
Volume
68
Issue
1
Pages
109 - 127
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Notes
History