Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management

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dc.contributor.authorPaul D. Berger
dc.contributor.authorRuth N. Bolton
dc.contributor.authorDouglas Bowman
dc.contributor.authorElten Briggs
dc.contributor.authorV. Kumar
dc.contributor.authorA. Parasuraman
dc.contributor.authorCreed Terry
dc.date.accessioned2016-01-14T19:53:38Z
dc.date.accessioned2016-03-30T15:32:15Z
dc.date.available2016-01-14T19:53:38Z
dc.date.available2016-03-30T15:32:15Z
dc.date.issued2002-08-01
dc.description.abstractThis article develops a framework for assessing how marketing actions affect customers’lifetime value to the firm. The framework is organized around four critical actions that firms must take to effectively manage the asset value of the customer base: database creation, market segmentation, forecasting customer purchase behavior, and resource allocation. In this framework, customer lifetime value is treated as a dynamic construct, that is, it influences the eventual allocation of marketing resources but is also influenced by that allocation. By viewing customers as assets and systematically managing these assets, a firm can identify the most appropriate marketing actions to acquire, maintain, and enhance customer assets and thereby maximize financial returns. The article discusses in detail how to assess customer lifetime value and manage customers as assets. Then, it identifies key research challenges in studying customer asset management and the managerial challenges associated with implementing effective customer asset management practices.en_US
dc.description.peerreviewYesen_US
dc.description.peerreviewnoteshttps://us.sagepub.com/en-us/nam/manuscript-submission-guidelinesen_US
dc.identifier.citationBerger, P. D., Bolton, R. N., Bowman, D., Briggs, E., Kumar, V., Parasuraman, A., & Terry, C. (2002). Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management. Journal of Service Research, 5(1), 39-54. doi: 10.1177/1094670502005001005en_US
dc.identifier.doi10.1177/1094670502005001005en_US
dc.identifier.urihttp://hdl.handle.net/11244/25364
dc.language.isoen_USen_US
dc.publisherJournal of Service Research
dc.rights.requestablefalseen_US
dc.titleMarketing Actions and the Value of Customer Assets: A Framework for Customer Asset Managementen_US
dc.typeResearch Articleen_US

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