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1. Introduction
2. Agenda
3. The theory of competitive rationality
4. The cycle...
5. Managing competitive advantage as a process
6. The outcomes: advantages and limitations
7. Customer lifetime value and customer equity
8. Customer lifetime value
9. How would CLTV be calculated?
10. Customer equity
11. How can the CLTV of a customer be maximized?
12. Increasing sales to or from the customer
13. Reducing the costs of acquiring or serving
14. Increasing customer lifetime
15. So what is marketing?
16. The marketing concept
17. Is the customer always right?
18. Defining the business
19. Defining the business: the 4 C's
20. Once we've defined the business we're in...
21. A map of marketing strategy
22. Summary and thank you

Topics Covered

• Competitive Rationality
• Managing Competitive Advantage as a Process
• Customer Lifetime Value and Customer Equity
• The Marketing Concept
• Is the customer always right?
• Defining the business
• Marketing Strategy: The 4Cs and the 4Ps

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Series:

• The Origins and Development of Management

Categories:

• Marketing & Sales
• Strategy

Talk Citation

Publication History

• Published on September 27, 2010