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customer equity: MAKING MARKETING STRATEGY FINANCIALLY ACCOUNTABLE

Systems Science and Systems Engineering 2004年第4期13卷 405-422页

作者： Ashwin ARAVINDAKSHAN Roland T. RUST Katherine N. LEMON Valerie A. ZEITHAML Department of Marketing R.H. Smith School of Business University of Maryland College Park MD 20742Department of Marketing R.H. Smith School of Business University of Maryland College Park MD 20742Marketing Department Carroll School of Management Fulton Hall 444140 Commonwealth Ave Chestnut Hill MA 02467Kenan-Flagler Business School University of CB #3490 Chapel Hill NC 27599-3490

The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable. Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm’s customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm’s marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change.

关键词： customer equity return on marketing brand equity customer value relationship marketing marketing strategy customer lifetime value customer satisfaction measurement

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The Effect of Word of Mouth in customer equity and Brand equity

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Chinese Business Review 2011年第3期10卷 205-216页

作者： Guillermo Armelini Universidad de los Andes Santiago Chile

In this paper the author examines the extent to which word of mouth （WOM） impact on customer equity and brand equity, two of the most popular metrics of marketing productivity. WOM is the most ancient and effective communication tool because its low cost affects the efficiency in the allocation of marketing resources. After an extensive literature review, the author proposes several propositions to be tested in the future concerning how WOM might affect each element of brand equity and customer equity.

关键词： word of mouth marketing productivity brand equity customer equity

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