Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy

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