Title :
An Analysis of Effectiveness of Marketing Investment Based on Customer Equity Management
Author :
Fan, Zhi-Guo ; Liu, Zhenshi ; Fu, Bo
Author_Institution :
Sch. of Manage., Tianjin Univ. of Technol., Tianjin, China
Abstract :
A right marketing investment has a significant impact to customer equity management. By assuming the relevant conditions, this paper analyses desired rate of return, risk volatility and risk preference of marketing investment. Based on analysis of marketing investment to two customer groups, this paper further describes marketing portfolios and determines a best marketing portfolio for multiple customer groups in order to improve customer equity management.
Keywords :
covariance analysis; investment; marketing; risk management; correlation coefficient; covariance; customer equity management; marketing investment; rate of return; risk preference; risk volatility; Correlation; Economics; Educational institutions; Investments; Portfolios; Presses;
Conference_Titel :
Management and Service Science (MASS), 2010 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-5325-2
Electronic_ISBN :
978-1-4244-5326-9
DOI :
10.1109/ICMSS.2010.5576964
