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Measuring Customers as an Asset to the Business

Measuring Customers as an Asset to the Business
Measuring Customers as an Asset to the Business
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.
Hulbert, B.J.
e37655bd-aac7-42b4-b21f-4a31027d9219
Lefkaditis, P.
c60ad910-3e8c-4017-9a52-3e984ec85bd8
Hulbert, B.J.
e37655bd-aac7-42b4-b21f-4a31027d9219
Lefkaditis, P.
c60ad910-3e8c-4017-9a52-3e984ec85bd8

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).

Record type: Conference or Workshop Item (Paper)

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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More information

Published date: 2009
Venue - Dates: 25th congres international de l ™afm (Academy of French Marketing), 2009-01-01

Identifiers

Local EPrints ID: 80435
URI: http://eprints.soton.ac.uk/id/eprint/80435
PURE UUID: 60fd3f27-7861-4d39-bff3-66c427876af1

Catalogue record

Date deposited: 24 Mar 2010
Last modified: 10 Dec 2021 17:38

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Contributors

Author: B.J. Hulbert
Author: P. Lefkaditis

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