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Webinar: CUSTOMER EQUITY: THE ENGINE OF CUSTOMER CENTRICITY
Led By: Peter Fader, Frances and Pei-Yuan Chia Professor; Co-Director - Wharton Customer Analytics Initiative; Professor of Marketing
Thursday, October 9, 2014

Wharton Alumni Relations is excited to bring you the next faculty webinar offered to our Wharton alumni community.  Registration is available EXCLUSIVELY to Wharton Club of Northern California members. Space is limited, so register today! If you are not already a member of our club, we encourage you to join the club and take advantage of this valuable benefit.

Register Online 
Date: Thursday, October 9, 2014
Time: 9:00am - 10:00am PDT
Cost: No cost for WCNC Members. A link to the webinar will be sent to all registrants 24 hours prior to the webinar.

About this session:
Customer Equity: The Engine of Customer Centricity
As executives begin to understand the concept of “customer centricity,” and strive to develop such strategies for their businesses, it is important for them to understand the key role of “customer equity.” First, we contrast it with the more established notion of “brand equity,” and discuss how different functional areas are beginning to embrace customer equity as a better way to earn the attention of senior managers.  We then look at several case studies to demonstrate how a variety of companies (both B2C and B2B) have made transformative changes by focusing on it. We close by discussing implementation issues associated with its use in actual practice.