Towards Customer Equity: should marketers shift focus from brand equity? Towards Customer Equity: should marketers shift focus from brand equity?

Towards Customer Equity: should marketers shift focus from brand equity‪?‬

    • € 16,99
    • € 16,99

Beschrijving uitgever

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 brand’s 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. Today's turbulent business environment is in requirement of maximizing the value of a company's 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.

GENRE
Zaken en persoonlijke financiën
UITGEGEVEN
2009
12 oktober
TAAL
EN
Engels
LENGTE
21
Pagina's
UITGEVER
GRIN Verlag
GROOTTE
998,1
kB

Meer boeken van Malini Majumdar