Table of contents for Driving customer equity : how customer lifetime value is reshaping corporate strategy / Roland T. Rust, Valarie A. Zeithaml, Katherine N. Lemon.


Bibliographic record and links to related information available from the Library of Congress catalog


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Contents

Preface

Acknowledgments

Part I

Beyond Brand Equity

1. The Case for Customer Equity

2. The Profitable Product Death Spiral

3. The True Lifetime Value of the Customer

Part II

The Customer Equity Framework

4. A Framework for Customer Equity

5. Driving Value Equity

6. Driving Brand Equity

7. Driving Retention Equity

Part III

Customer-Centered Strategy

8. Measuring Customer Equity

9. Evaluating Financial Impact

10. Strategic Analysis

Part IV

Managing Customer Equity

11. The Customer Pyramid

12. Managing the Customer Pyramid

13. Customer Alchemy

14. The Internet as the Ultimate Customer Equity Tool

15. The Customer Equity Corporation

Appendices

3.1 Obtaining the Lifetime Value

8.1 Example of Customer Survey

10.1 Calculating the Importance of Customer Equity Drivers

Notes

Index

About the Authors




Library of Congress subject headings for this publication:
Customer services.
Customer relations.
Marketing.
Strategic planning.