Measuring Customers as an Asset to the Business

Hulbert, B.J. and Lefkaditis, P. (2009) Measuring Customers as an Asset to the Business. 25th congres international de l ™afm (Academy of French Marketing).

Abstract

This research seeks to explore the relative merits of brand equity and customer equity in reporting on the value of marketing activities with respect to shareholder value. A discussion of ˜brand equity™ and ˜brand value is followed by an analysis of the financial reports of the FT250 to understand the extent to which marketing metrics and brand equity is reported. The concepts of customer lifetime value and customer equity are then explored as an alternative approach to brand value in financial reporting.
The paper concludes that a different metric is needed to describe and price the customer as an asset to the business.

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