Customer Equity: A New Approach to Marketing Management

Author(s)	Dr. Neetu Sharma
Country	India
Abstract	In the last few years, marketing managers at leading companies have begun to organize their marketing efforts around customers rather than product lines. In these firms, the product-oriented concept of brand equity is gradually being supplanted by customer-focused concept of customer equity. In the process, marketing expenditures that were once viewed as short-term expenses are now being viewed as investments in customer assets that create long-term value for the firm and its shareholders. This fundamental shift in perspective is causing many to question previously accepted paradigms and business practices to manage customer assets more effectively. This emerging management approach is known as Customer Equity Management. The shift toward customer equity management has been driven by several substantial and long-lasting changes in the marketplace. First, managers are under increasing pressure to be more accountable to shareholders.
Keywords	INVESTMENT, FUNDAMENTAL, INFORMATION
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-08

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