The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Customer Equity Management: Charting New Directions for the Future of Marketing
Abstract
The authors present an overview of a new approach to marketing—one that seeks to maximize customer equity by managing the customer asset. Using a resource-based view, the article provides a framework for approaching marketing through the lens of the customer asset. The authors propose that the ability to acquire, manage, and model customer information is a key asset of the firm that can be a source of sustained advantage. Challenges to the implementation of this approach and the changes that the approach necessitates in marketing strategy are discussed. The authors propose several areas for future research in the area of customer equity and management of the customer asset.
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Citations
Cites
Firm Resources and Sustained Competitive Advantage
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Cited by
Why Do Customer Relationship Management Applications Affect Customer Satisfaction?
Mithas, S., Krishnan, M. S., & Fornell, C. (2005) · Journal of Marketing · doi:10.1509/jmkg.2005.69.4.201 · Cited by 776
Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004) · Journal of the Academy of Marketing Science · doi:10.1177/0092070304263341 · Cited by 741
Self-citationCharacterizing Value as an Experience: Implications for Service Researchers and Managers
Helkkula, A., Kelleher, C., & Pihlström, M. (2012) · Journal of Service Research · doi:10.1177/1094670511426897 · Cited by 605
Modeling CLV: A test of competing models in the insurance industry
Donkers, B., Verhoef, P. C., & de Jong, M. G. (2007) · Quantitative Marketing and Economics · doi:10.1007/s11129-006-9016-y · Cited by 142
Metadata
- Authors
- Hogan, J. E., Lemon, K. N., & Rust, R. T.
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2002-08
- Volume
- 5
- Issue
- 1
- Pages
- 4-12
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W2058158587
- Cited by
- 254
- References
- 3
- FWCI
- 21.86
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
