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Driving Customer Equity Browse Inside Driving Customer Equity
Driving Customer Equity
How Customer Lifetime Value Is Reshaping Corporate Strategy  
By Roland T Rust, Valarie A. Zeithaml and Katherine N Lemon
This edition: Hardcover, 304 pages
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Table of Contents
Table of Contents

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