What Is Marketing Asset Management?

Customer Asset Management (CAM) research originates from the United States. As a new management concept, the key of CAM is to integrate customers into corporate assets and use customer assets as the core to optimize the allocation of corporate resources and improve customer loyalty / satisfaction and customer value. ^[1]

Customer Asset Management

To this end, the theoretical community

Customer asset management research both enriches existing

Currently

The research on customer asset management still has problems worth further exploration.

1. The value of customer assets is not only reflected in the financial aspects of monetary value, but also non-financial values.

Satisfied customers generate satisfied employees, thus directly serving to improve the morale of employees, improve productivity and improve service quality. Satisfied customers psychologically show trust, identity, dependence and intimacy on the company and its employees. These are undoubtedly the most valuable intangible assets of an enterprise. The current literature research only focuses on the measurement of customer assets, but there is no research on how to measure the value of customer assets in non-financial aspects.

2. Enterprises only focus on the measurement of the financial value of customer assets, which may cause the company's customer asset management behavior to be narrowed.

Companies may focus on the recording and tracking of customer purchase behavior information, but not enough attention to components that affect customer attitudes and emotions, such as inaccurate billing and poor product / service delivery. In fact, there is an inseparable relationship between attitude and emotion and behavior. Positive and affirmative attitudes and emotions can help stabilize the occurrence of long-lasting purchasing behavior; while negative and negative attitudes and emotions can easily cause customers to lose and terminate purchasing behaviors. Therefore, abandoning the customer's attitudes and emotions and studying customer purchase behavior information in isolation can be said to be a method of sacrifice.

3 From the completeness of the existing customer asset value measurement model, there is still room for development

As mentioned earlier, customers at different stages of the life cycle behave significantly differently. The existing measurement model, if it can add an adjustment variable to reflect the different stages of the customer's life cycle, may be closer to reality.

4 Existing customer asset value measurement models are not very operable

On the one hand, enterprises need a powerful database system to record, track and analyze customer purchasing behavior information and income status. Even if many enterprises currently have such a database system, the scope of information collection, processing and processing is large and large. The complexity is daunting. A problem that cannot be ignored is that many companies still lack the comprehensive statistical analysis talents capable of this job; on the other hand, there are still difficulties in accurately measuring and allocating the individual costs of each customer; then, in the model, Many variables are subjective empirical estimates based on customers 'past purchasing behavior information. The accuracy of the estimates depends largely on the appraisers' level of evaluation. It is difficult to say whether the estimated value can be close to the future reality.

Introduction to Customer Asset Management

Customer asset management is one of the frontiers and hotspots of marketing research. This book systematically introduces related concepts and analysis tools of customer asset management, including: the framework of customer management, mathematical models and analysis tools for customer asset analysis, customer selection strategies, brand assets, the relationship between customer assets and relationship assets, and customer interaction Management and how to measure and evaluate the results of marketing campaigns.

This book not only introduces the research results of cutting-edge theoretical issues in marketing, but also includes practical tools for customer asset management and a large number of practical cases. It is suitable for MBAs, graduate students, scholars, and actual managers of marketing-related majors.

Customer Asset Management Book Catalog

Part 1. Tools for understanding and analyzing customer assets

Chapter 1 Introduction to Customer Asset Management Strategy

1.1 Brief description of strategic customer asset management methods

1.2 Why Strategic Customer Asset Management Is Important

1.3 Understand what strategic customer asset management can achieve

summary

Review Questions and Exercises

Case 1-1 Snapple Company

Chapter 2 Customer Asset Approach and Customer Management Plan

2.1 Customer Asset Management Approach

2.2 Introduction of customer management strategy

2.3 Customer Management Plan

summary

Review Questions and Exercises

Appendix I Customer Asset Exercise: Visiting a Customer

Appendix II Marketing Return ModelAdjusting Marketing Strategy with Customer Assets

Case 2-1 Xerox: Printing on Demand

Case 2-2 Coca-Cola's new vending machine (A): the price for value?

Chapter 3 Customer Asset Analysis

3.1 Market analysis

3.2 Enterprise Performance Analysis

3.3 Comparing the performance of companies and competitors

3.4 Determine the size of the opportunity

3.5 What have we learned from the analysis? What does the company focus on?

summary

Review Questions and Exercises

Case 3-1 Brita Products Company

Case 3-2 Harrah Entertainment

Chapter 4 Measuring Customer Assets

4.1 Brand Conversion and Customer Lifetime Value

4.2 Modeling the transformation matrix

4.3 Return on investment

4.4 Cross-section and longitudinal data

summary

...............