Customer Relationship Management

by Rust, Roland T.; Lemon, Katherine N.; NARAYANDAS, DAS

• ISBN13: 9780131419292
• ISBN10: 0131419293
• Format: Paperback
• Copyright: 2004-12-30
• Publisher: Pearson P T R

Table of Contents

Preface

Tools For Understanding And Analyzing Customer Equity

Introduction to Customer Equity Management Strategy

The Customer Equity Approach and the Customer Management Plan

Customer Equity Analysis

Measuring Customer Equity

Aerosphere Airlines (A)

Developing Strategies For Customer Equity Management

Customer Selection

Building and Managing Brand Equity

Building and Managing Value Equity

Managing Relationship Equity

Customer Interaction Management

Measuring, Monitoring And Evaluating The Customer Equity Management Strategy

Measuring Monitoring and Evaluating Results

Aerosphere Airlines (B)

Managing Profitability in Industrial Markets

Integrating CRM Systems with Customer Management Strategies

A Look into the Future

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