The Impact Of Acquisition Channels On Customer Equity

Topics:
Account Management,
Assessment
Tags:
Acquisition,
Investment,
IESE School Of Business,
Finance,
Equity,
Customer Acquisition,
Corporate Law,
Channel,
Business Operations,
Mergers & Acquisitions
Source:
IESE School Of Business

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Overview: From the executive summary: ‘Customer Equity (CE) is a powerful new paradigm to evaluate the firm's value and to optimally allocate marketing resources. The paper explores the relationship between customer acquisition and CE. The methodologies to categorize customer acquisition channels to make them meaningful to managers and academics are examined in the paper. The effects of different acquisition channels on the firm’s performance are also outlined in the paper.’

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 576KB | Date: Aug 2003 | Pages: 29

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