Customer Equity Analyses: Applicabilities and Limitations in Value-Based Management

Diploma Thesis from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: Corporate management today is exposed to an area of conflict that allows only limited latitude. On the one hand, top management is regularly faced with the company owners' requests for an appropriate return on equity or Shareholder Value, a request that executives of public companies are mostly obliged to...