Customer Equity Marketing: Touching the Intangible

Topics:
Marketing Strategy
Tags:
Equity,
Finance,
Financial Accounting,
Investment,
Reed Elsevier Inc.,
Shareholder
Source:
Reed Elsevier

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Overview: Research has shown that the market value of stock listed companies is to a large extent attributable to investor's value estimations of intangible assets. Among these, Customer Equity, the monetary value potential of a company's current and future customers, is of central importance. It is the key driver of shareholder value from operational business activity. The article gives guidance on how such an approach and its core methods could look. It aims at redefining the marketing discipline from a shareholder's perspective by putting Customer Equity at its center.

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Format: PDF | Size: 533KB | Date: Jul 2002 | Pages: 10

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