Linking Customer Assets to Financial Performance

• Main Authors: Hogan, John E., Lehmann, Donald R., Merino, Maria, SRIVASTAVA, Rajendra Kumar, Thomas, Jacquelyn S., Verhoef, Peter C.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2002
• Subjects: customer management; customer lifetime value; marketing; shareholder value; Business; Business Administration, Management, and Operations; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/1255
• Institution: Singapore Management University

As more firms adopt a customer asset management approach to their business, it has become increasingly important to understand how customer management efforts relate to the financial performance of the firm. Of specific interest to shareholders is the relationship between traditional financial measu...