Table of Contents

Handbook of Research on Customer Equity in Marketing

Handbook of Research on Customer Equity in Marketing

Research Handbooks in Business and Management series

Edited by V. Kumar and Denish Shah

Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.

Chapter 20: Customer equity reporting*

Thorsten Wiesel and Bernd Skiera

Subjects: business and management, marketing

Extract

Nowadays, managers and investors are confronted with an overload of information. This mass of information has to support managers running their company and investors making good investment decisions. Although gathering company information is very time consuming, structuring the available information in such a way that it provides value for the company may prove to be even more difficult. Numerous metrics evaluating managers’ performance tend to reflect past performance rather than future performance. As such, they provide limited guidance for long-term–oriented management and short-term–oriented management was certainly also responsible for the breakout of the financial crisis (Skiera, Bermes, and Horn, 2011).

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