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METHODICAL APPROACHES TO EVALUATION OF ENTERPRISE’S CUSTOMER EQUITY
Journal: The Way of Science (Vol.2, No. 33)Publication Date: 2016-11-29
Authors : Balabanova L.V.; Degtyarev D.S.;
Page : 12-16
Keywords : customer equity; loyalty equity; brand equity; reputational equity; trade marketing equity.;
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Abstract
The article presents the methodological approaches to the assessment of enterprise's customer equity and its main forming indicators. In customer equity structure, loyalty equity, formed due to brand equity and reputational equity, and enterprise trade marketing equity were allocated.
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