Seven Barriers to Customer Equity Management
回顾了从品牌中心到客户中心的营销演变，通过商务酒店忠诚度计划案例说明实践，并分析了阻碍客户权益管理广泛采用的七大挑战。
The article reviews the evolution from brand-centered marketing to customer-centered marketing and the beginnings of a focus on viewing the customer as an asset. It illustrates the practice by describing the use of a loyalty program to identify and respond to high-potential customers in the market for business-class hotels. Next, it considers seven challenges that impede wider adoption of customer equity management and concludes with a schematic model of customer-centered marketing management.