1. Managing Customer Equity

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3. Customer Equity Customer equity is defined as the total of the discounted lifetime value of all the firm’s customers In other words, a firm is only as good as its customers think it will be the next time they will do business with that firm.

4. Three Drivers of Customer Equity Value Equity Brand Equity Retention Equity

6. Value Equity

7. Value Equity is the customer's objective assessment of the utility of a brand, based on perceptions of what is given up for what is received.

9. Brand Equity

13. Retention Equity

17. If you think this presentation useful, please consider telling others about our site : www.studyMarketing.org Source of Reference: Roland Rust, Valarie Zeithaml, and Katherine Lemon , Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy, Free Press