Customer Equity marketing : touching the intangible
By: BAYON, Tomas
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Contributor(s): GUTSCHE,Jeans | BAUER, Hans.
Material type: 
ArticlePublisher: Oxford : Elsevier, 2002Subject(s): Value-Based Marketing | Customer Equity | Costumer Lifetime Value | Customer Relationship Management | Strategic MarketingEuropean Management Journal 20, 3, p. 213-222Abstract: Research has shown that the market value of stock listed companies is to a large extent attibutable to investors' value estimations of intangible assets. Among these, Customer Equity, the monetary value potential of a company's current and future customers, is of central importance. It is the key driver of shareholder value from operational business activity. For companies competing for investment resources, this means to consequently achieve and increase this value potential by following an appropriate marketing approach. The article gives guidance on how such an approach and its core methods could look. It aims at redefining the marketing discipline from a shareholder's perpective by putting Customer Equity at its center
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Research has shown that the market value of stock listed companies is to a large extent attibutable to investors' value estimations of intangible assets. Among these, Customer Equity, the monetary value potential of a company's current and future customers, is of central importance. It is the key driver of shareholder value from operational business activity. For companies competing for investment resources, this means to consequently achieve and increase this value potential by following an appropriate marketing approach. The article gives guidance on how such an approach and its core methods could look. It aims at redefining the marketing discipline from a shareholder's perpective by putting Customer Equity at its center
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