包邮顾客资产管理（第1版）

PART 1:TOOLS FOR UNDERSTANDING AND ANALYZING CUSTOMER EQUITY
CHAPTER 1 Introduction to Customer Equity Management
Case 1-1 Snapple
CHAPTER 2 The Customer Equity Approach and the Customer Management Plan
Case 2-1 Xerox:Book-In-Time
Case 2-2 Coca-Cola's New Vending Machine:Pricing to Capture Value,or Not?
CHAPTER 3 Customer Equity Analysis
Case 3-1 The Brita Products Company
Case 3-2 Harrah's Entertainment,Inc
CHAPTER 4 Measuring Customer Equity
Case 4-1 Aerosphere Exercises
Case 4-2 Aqualisa Quartz:Simply a Better Better Shower
Case 4-3 Calyx & Corolla
PART II:DVELOPING STRATEGIES FOR CUSTOMER EQUITY MANAGEMENT
CHAPTER 5 Customer Selection
Case 5-1 Granny's Goodies,Inc
Case 5-2 Fabtek(A)
Case 5-3 Fabter(B)
CHAPTER 6 Building and Managing Brand Equity
Case 6-1 Eastman Kodak Company:Funtime Film
Case 6-2 ALLOY.com
Case 6-3 Brand Report Card Exercise
CHAPTER 7 Building and Managing Value Equity
Case 7-1 KONE:The MonoSpace Launch in Germany
Case 7-2 The Medicines Company
CHAPTER 8 Managing Relationship Equity
Case 8-1 WESCO Distribution,Inc
Case 8-2 Arrow Electronics,Inc
CHAPTER 9 Managing Customer Relationships Using Multiple
PART III:MEASURING,MONITORING,AND EVALUATING CUSTOMER EQUITY MANAGEMENT STRATEGY
CHAPTER 10 Strategic Implementation:Investing for Maximum Impact
CHAPTER 11 Managing Customer Profitability in Industrial Markets
CHAPTER 12 The Role of CRM Technologies in Customer Management
CHAPTER 13 How Customer Management Is Changing Marketing