- 作 者：ROLAND T.RUST，KATHERINE N.LEMON AND DAS NARAYANDAS著
- 出 版 社：北京：北京大学出版社
- 出版年份：2006
- ISBN：7301096550
- 注意：在使用云解压之前，请认真核对实际PDF页数与内容!
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PART Ⅰ:TOOLS FOR UNDERSTANDING AND ANALYZING CUSTOMER EQUITY 1
Chapter 1 Introduction to Customer Equity Management Strategy 1
Chapter 2 The Customer Equity Approach and the Customer Management Plan 22
Chapter 3 Customer Equity Analysis 91
Chapter 4 Measuring Customer Equity 141
PART Ⅱ:DEVELOPING STRATEGIES FOR CUSTOMER EQUITY MANAGEMENT 194
Chapter 5 Customer Selection 194
Chapter 6 Building and Managing Brand Equity 237
Chapter 7 Building and Managing Value Equity 267
Chapter 8 Managing Relationship Equity 313
Chapter 9 Managing Customer Relationships Using Multiple Touch Points in Multi-Channel Settings 363
PART Ⅲ:MEASURING,MONITORING,AND EVALUATING CUSTOMER EQUITY MANAGEMENT STRATEGY 381
Chapter 10 Strategic Implementation:Investing for Maximum Impact 381
Chapter 11 Managing Customer Profitability in Industrial Markets 424
Chapter 12 The Role of CRM Technologies in Customer Management 460
Chapter 13 How Customer Management Is Changing Marketing 500
Index 541