What drives customer equity?

Article Abstract:

It is important for companies to understand what makes a customer loyal so that they can retain this customer. This type of strategy will also enable a firm to obtain new customers.

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Where should the next marketing dollar go?

Article Abstract:

Marketing department budgets should be spent on research and analysis which will enable the department to develop a focused strategy. Basing expenditures on customer equity enables marketing departments to understand where to spend their money.

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The customer pyramid: creating and serving profitable customers

Article Abstract:

Corporate profits can be linked with customer relationship management. Creating a customer pyramid allows a company to provide the proper customer service according to the company's profitability from the customer.

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