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- Title
Seven Barriers to Customer Equity Management.
- Authors
Bell, David; Deighton, John; Reinartz, Werner J.; Rust, Roland T.; Swartz, Gordon
- Abstract
The article reviews the evolution from brand-centered marketing to customer-centered marketing and the beginnings of a focus on viewing the customer as an asset. It illustrates the practice by describing the use of a loyalty program to identify and respond to high-potential customers in the market for business-class hotels. Next, it considers seven challenges that impede wider adoption of customer equity management and concludes with a schematic model of customer-centered marketing management.
- Subjects
CUSTOMER relations; MARKETING
- Publication
Journal of Service Research, 2002, Vol 5, Issue 1, p77
- ISSN
1094-6705
- Publication type
Article
- DOI
10.1177/1094670502005001008