营销学精选教材 英文影印版PDF电子书下载

PART Ⅰ:TOOLS FOR UNDERSTANDING AND ANALYZING CUSTOMER EQUITY 1

Chapter 1 Introduction to Customer Equity Management Strategy 1

Chapter 2 The Customer Equity Approach and the Customer Management Plan 22

Chapter 3 Customer Equity Analysis 91

Chapter 4 Measuring Customer Equity 141

PART Ⅱ:DEVELOPING STRATEGIES FOR CUSTOMER EQUITY MANAGEMENT 194

Chapter 5 Customer Selection 194

Chapter 6 Building and Managing Brand Equity 237

Chapter 7 Building and Managing Value Equity 267

Chapter 8 Managing Relationship Equity 313

Chapter 9 Managing Customer Relationships Using Multiple Touch Points in Multi-Channel Settings 363

PART Ⅲ:MEASURING,MONITORING,AND EVALUATING CUSTOMER EQUITY MANAGEMENT STRATEGY 381

Chapter 10 Strategic Implementation:Investing for Maximum Impact 381

Chapter 11 Managing Customer Profitability in Industrial Markets 424

Chapter 12 The Role of CRM Technologies in Customer Management 460

Chapter 13 How Customer Management Is Changing Marketing 500

Index 541