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Valuing customers

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It is increasingly apparent that the financial value of a firm depends on intangible assets (e.g., brands, customers, employees, knowledge) that are not on the balance sheet. This article focuses on the most critical aspect of a firm - its customers. Specifically, it is demonstrated how valuing customers makes it feasible to value firms, including high-growth firms with negative earnings. First, the value of a customer to a firm is defined as the expected sum of discounted future earnings based on key assumptions concerning retention rate and profit margin. The value of all customers is determined by the acquisition rate and cost of acquiring new customers. This method is demonstrated by using publicly available data for five firms - one well-established firm (Capital One) for which traditional financial valuation models work well, and four Internet firms (Amazon, Ameritrade, eBay, and E*Trade) for which traditional financial models have difficulty. The results show a close relation between customer value and market value for Capital One, Ameritrade, and E*Trade, as of March 31, 2002. .Printed

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Customers Valuation Mathematical models Statistical analysis Intangible assets Market research Market value studies Manycompanies
ISBN/ISSN	222437
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data