Customer-Centered Brand Management外文翻译.pdfVIP

TOO L KI T Brands exist to serve customers, not the other way around . But youd never know that fro m the way brands are managed . Customer-Centered Brand Management by Roland ! Rust, Valarie A.ZeithamI , and Katherine N. Lemon OST MANAGERS TODAY AGREE tomer management in most large com- Mwith the notion that they should panies, and that focus is increasingly focus on growing the lifetime value of incompatible with growth. their customer relationships. Building Consider the story of Oldsmobile, an loyalty and retention, cross selling re- American car brand launched earlier lated goods and services, broadening than any other in existence today. In offerings to fulfill more of customers the 1980s, it enjoyed outstanding brand needs - all are ways of adding to over- equity with many customers. But as the all customer equity. Indeed, given the century wore on, the people who loved cost of winning new customers (much the Olds were getting downright old. higher than that of keeping current The managers that parent company ones), and the ultimately finite universe General Motors put in charge ofth e of buyers out there, a mature business brand realized that maintaining mar-