Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management

Social Sciences

• asset management 100%
• customer 61%
• assets 59%
• marketing 56%
• firm 18%
• market segmentation 11%
• purchase 7%
• resources 6%

Business & Economics

• Asset Management 72%
• Marketing 65%
• Assets 40%
• Customer Lifetime Value 26%
• Marketing Resources 13%
• Asset Value 11%
• Financial Returns 11%
• Purchase Behavior 10%
• Market Segmentation 10%
• Data Base 9%
• Resource Allocation 8%
• Management Practices 8%

Engineering & Materials Science

• Asset management 85%
• Marketing 67%
• Resource allocation 19%