reshaping marketing strategies management

books:

Driving Customer Equity
Roland T./ Zeithaml, Valarie A./ Lemon, Katherine N. Rust

Simon & Schuster, 2000

Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime Anywhere

3 reviews
Frederick Newell, Katherine N. Lemon

McGraw-Hill, 2001

Don't Disconnect from Wireless Opportunities!
Just when you were starting to get comfortable with using the Internet as part of your business model, along comes wireless electronic communications to complicate matters! Much of what you learned about working with the Internet will not work with wireless electronic connections. For example, the amount of information the a screen holds is tiny. Also, a cellular telephone message can be more ...

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

14 reviews
Roland T. Rust, Valarie A. Zeithaml, ..., 2000

Customer Equity: Moves the reader fom consepts to numbers
I approached this book as a heavy consumer of marketing literature in general and customer lifetime value literature specifically. Based on previous readings my expectations were low. However, the book's basic messages pertaining to customers not products, services not products, identifying the three drivers of customer equity and finally, how to estimate the numbers fascinated me. Through ...

Customer Equity Management with Software

2 reviews
Roland T. Rust, Katherine N. Lemon, ...

Prentice Hall, 2004

A brilliant and practical book
Customer equity gurus Rust & Lemon provide a thorough explanation of customer equity, going far beyond their "Driving Customer Equity" book in detail. The relationship management/CRM sections reflect the expertise of Harvard guru Narayandas. A company can use this book to learn how to effectively implement the customer equity perspective in their company.