【内容简介】
本书是国内第一关于顾客资产管理的最具权威性的图书！
　　最优秀的作者、最浓厚的功底、最新鲜的思想、最鲜活的案例，带来阅读经典理论的愉悦享受！
简洁明了的行文风格，穿插大量实用工具和案例，阅读经典，不必如此费力！
　　顾客资产管理是目前国内营销学界研究的前沿和热点问题之一。本书系统地介绍了顾客资产管理的相关概念和分析工具。包括：顾客管理的框架，顾客资产分析的数学模型和分析工具，顾客选择战略，品牌资产，顾客资产和关系资产的联系，顾客互动的管理以及如何衡量和评价营销活动的结果等问题。
　　该书既是对营销学前沿理论问题的探索成果，同时也包括了顾客关系管理的实用工具和大量的实际案例，适合市场营销相关专业的学生和学习以及实际管理者阅读。
【目录】
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