About this document
Customer Equity in Marketing Strategy by Lucianoo Aravena is a document available to read on EtoBox.
This document summarizes a research article that presents a framework for evaluating the financial return on marketing strategies and initiatives based on their impact on "customer equity". Customer equity is defined as the total lifetime value of current and future customers. The authors develop a model to estimate how different marketing drivers like advertising, quality improvements, and loyalty programs impact customer brand switching and lifetime value. This allows companies to compare initiatives and
- Author
- Lucianoo Aravena
- Language
- EN