Expanding the Role of Marketing: From Customer Equity to Market Capitalization:

Volume: 73, Issue: 6, Pages: 119 - 136
Published: Nov 1, 2009
Abstract
Can a marketer drive the stock price of the firm? Yes, it should be possible. Toward this endeavor, the authors develop a framework to link customer equity (CE) (as determined by the customer lifetime value metric) to market capitalization (MC) (as determined by the stock price of the firm). The authors test the framework in an empirical field experiment with two Fortune 1000 firms in the business-to-business and business-to-consumer contexts,...
Paper Details
Title
Expanding the Role of Marketing: From Customer Equity to Market Capitalization:
Published Date
Nov 1, 2009
Volume
73
Issue
6
Pages
119 - 136
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