Retorno do investimento em marketing por empresas de telefonia móvel: uma avaliação das operadoras do estado de São Paulo

• Ano de defesa: 2006
• Autor(a) principal: Sublaban, Cleusa Satico Yamamoto
• Orientador(a): Aranha Filho, Francisco José Espósito
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Administração mercadológica; Valor vitalício do cliente; Valor do relacionamento com cliente; Marketing em telefonia celular; Custo de capital
• Palavras-chave em Inglês: Customer equity; Customer lifetime value; Cost of capital; Marketing investment
• Link de acesso: https://hdl.handle.net/10438/2572

This study proposes an adaptation to the mobile telephone sector of the Rust Lemon & Zeithaml (2004) model of marketing investment. The model provides a method for the evaluation of investments in strategic marketing areas (value, brand and relationship equity). Applied to São Paulo State cellular telephone companies (Vivo, Claro and TIM), the model allows the estimation of a customer probability of change from the present operator to a competitor; and the assessment of a marketing initiative contribution, verifying if it exceeds its cost of capital. Finally, through the application of model, an estimate of customer equity is calculated for the three studied cellular telephone operators.