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Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-1888
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dc.contributor.authorHeitz, Christoph-
dc.contributor.authorBütikofer, Stephan-
dc.contributor.authorDettling, Marcel-
dc.date.accessioned2018-03-27T14:46:35Z-
dc.date.available2018-03-27T14:46:35Z-
dc.date.issued2014-
dc.identifier.isbn978-3-938137-57-4de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/4315-
dc.description.abstractCustomers have always considered as one of the most important assets of a firm. The concept of Customer Equity (Rust, Zeithaml, Lemon, 2000) has given this idea a conceptual and methodological foundation. Marketing can then be seen as the attempt to maximize Customer Equity by corresponding activities. For doing this, we focus on the Customer Lifetime Value (CLV) and ways for its maximization. While the CLV has become a well-studied concept in marketing with a lot of literature coverage, much less work has been done in developing methods how to increase CLV. As an active increase in CLV always requires some activities, it is coupled with costs, and a cost-benefit analysis has to be made. We develop a new model for such a cost-benefit-analysis, by considering a customer as an investment object: A customer treatment incurs costs today, while, on the other hand, it generates returns in the future, over the lifecycle of the customer. Since a customer can receive different forms of treatment, there are in fact different investment options available. When trying to increase the CLV, these options have to be compared to each other. By formalizing this approach in a quantitative model, we create a framework for describing the cost-benefit profile of an individual customer. With this framework, optimum treatments can be identified, and the optimum height of investment into a single customer can be determined.de_CH
dc.language.isoende_CH
dc.publisherFachhochschule Münsterde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectMarketingde_CH
dc.subjectCLVde_CH
dc.subjectCustomer equityde_CH
dc.subjectCost-benefit analysisde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleCustomers as investment objects : a new perspective on marketingde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Engineeringde_CH
zhaw.organisationalunitInstitut für Datenanalyse und Prozessdesign (IDP)de_CH
zhaw.publisher.placeMünsterde_CH
dc.identifier.doi10.21256/zhaw-1888-
zhaw.conference.details13th International Science-to-Business Marketing Conference: «Cross Organizational Value Creation», Winterthur, 2-4 June 2014de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end271de_CH
zhaw.pages.start257de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewNot specifiedde_CH
zhaw.title.proceedingsConference proceedings of the 13th international science-to-business marketing conference on cross organizational value creationde_CH
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Heitz, C., Bütikofer, S., & Dettling, M. (2014). Customers as investment objects : a new perspective on marketing [Conference paper]. Conference Proceedings of the 13th International Science-to-Business Marketing Conference on Cross Organizational Value Creation, 257–271. https://doi.org/10.21256/zhaw-1888
Heitz, C., Bütikofer, S. and Dettling, M. (2014) ‘Customers as investment objects : a new perspective on marketing’, in Conference proceedings of the 13th international science-to-business marketing conference on cross organizational value creation. Münster: Fachhochschule Münster, pp. 257–271. Available at: https://doi.org/10.21256/zhaw-1888.
C. Heitz, S. Bütikofer, and M. Dettling, “Customers as investment objects : a new perspective on marketing,” in Conference proceedings of the 13th international science-to-business marketing conference on cross organizational value creation, 2014, pp. 257–271. doi: 10.21256/zhaw-1888.
HEITZ, Christoph, Stephan BÜTIKOFER und Marcel DETTLING, 2014. Customers as investment objects : a new perspective on marketing. In: Conference proceedings of the 13th international science-to-business marketing conference on cross organizational value creation. Conference paper. Münster: Fachhochschule Münster. 2014. S. 257–271. ISBN 978-3-938137-57-4
Heitz, Christoph, Stephan Bütikofer, and Marcel Dettling. 2014. “Customers as Investment Objects : A New Perspective on Marketing.” Conference paper. In Conference Proceedings of the 13th International Science-to-Business Marketing Conference on Cross Organizational Value Creation, 257–71. Münster: Fachhochschule Münster. https://doi.org/10.21256/zhaw-1888.
Heitz, Christoph, et al. “Customers as Investment Objects : A New Perspective on Marketing.” Conference Proceedings of the 13th International Science-to-Business Marketing Conference on Cross Organizational Value Creation, Fachhochschule Münster, 2014, pp. 257–71, https://doi.org/10.21256/zhaw-1888.


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