-
DEPARTAMENTOS
INTERESSE GERAL
INTERESSE GERAL 2
LIVROS TÉCNICOS
LIVROS TÉCNICOS 2
CATEGORIAS
- IMPORTADOS
Towards Customer Equity
Cód:
491_9783640476893
De: R$ 0,00Por: R$ 94,50ou X de
Preço a vista: R$ 94,50
Scientific Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, , 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 brands 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. Todays turbulent business environment is in requirement of maximizing the value of a companys 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.
Veja mais
