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    When brand managers win the hearts and minds of the customer, customer managers have an easier time retaining and acquiring customers. Brand equity has a predictable and meaningful impact on acquisition rates, retention rates, and profitability. Marketing actions--advertising, pricing, promotions, product innovation, and market presence - have direct impact on brand equity and customer life time value.

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    When brand managers win the hearts and minds of the customer, customer managers have an easier time retaining and acquiring customers. Brand equity has a predictable and meaningful impact on acquisition rates, retention rates, and profitability. Marketing actions--advertising, pricing, promotions, product innovation, and market presence - have direct impact on brand equity and customer life time value.

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    12 views5 pages

    Article Review Marketing

    Uploaded by

    aahluwalia
    When brand managers win the hearts and minds of the customer, customer managers have an easier time retaining and acquiring customers. Brand equity has a predictable and meaningful impact on acquisition rates, retention rates, and profitability. Marketing actions--advertising, pricing, promotions, product innovation, and market presence - have direct impact on brand equity and customer life time value.

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    THE IMPACT OF BRAND EQUITY ON CUSTOMER ACQUISITION, RETENTION, AND PROFIT MARGIN

    Author :Florian Stahl, Mark Heitmann & Donald R. Lehmann Journal of Marketing Research (JMR), July 2012 (E-mail sent)

    ABOUT AUTHOR
    Florian Stahl is an Assistant Professor in the Department of Business Administration at the University of Zurich. His research addresses business-related questions of the digital economy and customer brand and product switching behaviour. Mark Heitmann is Professor of Business Administration at the University of Hamburg. Donald R. Lehmann is Professor of Business at Columbia University Graduate School of Business.

    ABOUT THE ARTICLE

    When brand managers win the hearts and minds of the customer, customer managers have an easier time retaining and acquiring customers. Brand equity has a predictable and meaningful impact on acquisition rates, retention rates, and profitability.

    Marketing actionsadvertising, pricing, promotions, product innovation, and market presence - have direct impact on brand equity and customer life time value (CLV)

    ABOUT THE ARTICLE

    When brand managers win the hearts and minds of the customer, customer managers have an easier time retaining and acquiring customers. Brand equity has a predictable and meaningful impact on acquisition rates, retention rates, and profitability.

    Marketing actionsadvertising, pricing, promotions, product innovation, and market presence - have direct impact on brand equity and customer life time value (CLV)

    When brand managers win the hearts and minds of the customer, customer managers have an easier time retaining and acquiring customers. Brand equity has a predictable and meaningful impact on acquisition rates, retention rates, and profitability. Marketing actionsadvertising, pricing, promotions, product innovation, and market presence - have direct impact on brand equity and customer life time value (CLV)

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