CUSTOMER EQUITY MANAGEMENT: THE NEW BUSINESS PHILOSOPHY

The increasing pressure on businesses in the last decade caused by competition, technological development, and easy access to detailed information about consumers, necessitated a number of changes and rethinking of market processes and relationships. Their expression is the new management approach, implementing customer-oriented strategies at the expense of traditional product-oriented focus.The purpose of this paper is to present a theoretical framework for Customer Equity and different approaches about Customer Equity Management, suggested by the literature. Based on the review, comparative, and critical analysis of theoretical achievements, this paper presents: 1) the benefits of the concept resort for companies; 2) the strengths and weaknesses of the reviewed campaigns; 3) defined resources for the successful performance of the business in the long term.