Marketing When Customer Equity Matters by Dominique M. Hanssens, Daniel Thorpe, Carl Finkbeiner

10 pages. Publication date: May 01, 2008. Prod. #: R0805J‐PDF‐ENG

Measuring the effectiveness of marketing investments can be frustrating ‐ especially if a company focuses on a long‐term outcome like increasing customer equity. Though there are decision‐support models to help marketers allocate their budgets, until recently such models aimed to maximize near‐term sales, which aren't always consistent with long‐term brand health. Now, however, Wachovia has created a model that helps it make customer‐equity‐ driven marketing‐mix decisions. Read More

Article courtesy of http://www.harvardbusiness.org