《Marketing When Customer Equity Matters》.pdf

Best Practice BY DOMINIQUE M. HANSSENS, DANIEL THORPE, AND CARL FINKBEINER Marketing When Customer Equity Matters Wachovia has a long-term goal to build customer equity and short-term decisions to make on how to allocate marketing resources. Until recently, it had no way to connect the two. IF YOU’RE A MARKETER, some of revenue, the profi t impact of ineffec- your hardest decisions relate to the tive marketing is clear. “marketing mix,” or how you should Marketing accountability is diffi - allocate resources across all the pos- cult to achieve because the cause-and- sible ways of reaching and serving effect relationships between market- potential and existing customers. ing and business performance usually Should you spend more on new- are fuzzy at best. There has, however, product marketing and less on brand been much progress in recent years in building? More on customer service at least some sectors. Makers of con- improvements and less on sales pro- sumer packaged goods, like Procter motion? Or