Hanssens, D.M., Thorpe, D. & Finkbeiner, C. (2008, May). Marketing when customer equity matters. Harvard Business Review. Harvard Business Publishing
After a careful review of the article, write a paragraph or two in response to each of the following questions:
1.What was the difference between the existing performance models and Wachovia’s model?
2.Why wouldn’t an existing performance model work for Wachovia? Why is this so important?
3.Why did designing a database that would capture customer equity present a challenge for Wachovia’s marketing team?
4.How was Wachovia finally able to measure their customer equity and the effects that their marketing decisions would have on it?
5.What were some of the advantages of having a customer equity model?
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