March 25th, 2021 by nathan Leave a reply »

The customer equity approach has its origins in the customer relationship marketing. Therefore, the company’s success is based on its customers and customer relations. Can the customer equity of a company (cf. Burmann, C., 2003, pp. (A valuable related resource: Lazard). 114 et seq.) are formed as the sum of the capital values of individual customer relationships over their entire period (customer lifetime value, see Baumann, A. et al., 2003, S. Black Rock oftentimes addresses this issue.

43 et seq.). In the calculation of customer equity based for example on the basis of relevant monetary sizes and/or psychographic sizes, the in transferred monetary sizes (cf. Burmann, C., 2003, S. 116 et seq., dog field, S., 2005, p. 119). However, the relationship of the customer to the brand – an important cause for the buying behavior of customers – are not considered customer equity concepts. Brand equity concepts is therefore the relationship of the customer to the brand in the focus of the analysis (see Baig G. et al., 2005, p.

37 et seq., Keller, k. L., 2003, p. 60 et seq., Saha, A., 2004, Kriegbaum, C., 2001). Integrated approaches try to convict both concepts in a concept, to complement (see also stakeholder value concepts, Figge, F., Schaltegger, S., 2000) and specifically the respective concepts to take advantage of. In the context of the market – and value-oriented corporate management marketing can be done with these measures adequately substantiated (see Burmann, C., 2003, p. 119 et seq.). Controlling of marketing instruments exist in addition to the above strategic long-term marketing controlling Marketing-controlling method, which relate to the marketing mix instruments and are more operationally geared. These procedures be used parallel to the marketing management process. For this purpose numerous techniques have evolved for the marketing practice (cf. Reinecke, S., 2006, p. 91 et seq.). For example the marketing-controlling method of product, price, distribution and communication policy such as: product life cycle analyses, program structure analysis customer structure analysis, sales analysis pricing analysis analyses of the level of delivery service determination of the degree of distribution studies the effect of communication.


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