Customer Equity

Building and Managing Relationships as Valuable Assets

by Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas

Harvard Business Review Press, 2001

Copyright 2001 Harvard Business School Publishing Corporation
Summarized by permission of Harvard Business School Press
ISBN: 9780875847641
Pages: 256

Category: Sales & Marketing

In this summary you will learn

• What distinguishes “Customer Equity” from traditional marketing techniques
• How to plan for a marketing system focused on customer acquisition, retention and add-on selling
• Why you don’t need to acquire every possible customer
• How using customer databases can give your retention efforts an advantage

Why you should read Customer Equity

This new approach to marketing provides strategies, methods and metrics that all organizations can use. The authors explain that their system, called “Customer Equity,” will show you how to organize and target your efforts to acquire and retain customers, and how to make additional sales to them. The book is divided into three sections – the concept, strategies and management – and is full of solid information and useful tools for measuring customer value. The authors supplement the main principles of each chapter with a business case, and present their concepts with real substance and clear thinking. getAbstract recommends this book to any marketer interested in the problems of modern competitiveness and marketing to customers in an information-saturated global marketplace.

About the Authors

Robert C. Blattberg is a chaired professor at the Kellogg Graduate School of Management, Illinois, and specializes in database marketing. Gary Getz leads the customer equity practice at an international consultancy. Jacquelyn S. Thomas is a marketing professor at Emory University, Atlanta, and specializes in customer relationship management strategies.

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