Designing a Company’s Strategy for Managing Customer Assets

The article explores the possibilities for applying the concepts of customer assets and customer equity with a view of developing a company's marketing strategy. Marketing metrics and tools used as information support for development and implementation of the marketing strategy are suggested. Marketing strategic goal-setting is justified in accordance with the customer equity concept: customer lifecycle management; management of attracting and retaining customers and cross/up-selling management; capitalization of marketing costs and maximization of a company's customer equity. Sources and risk factors during the implementation of the marketing strategy and the risk management strategy are identified.