Ajay Sirsi, marketing professor in the Schulich School of Business at York University and the facilitator of the Schulich Executive Education Centre program, Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand, explains three concepts that customer-centric businesses focus on to secure their “share of wallet” – the amount of business a customer does and how much of it they give to you.
In this short video, one of a series, Sirsi explains the terms and how they relate to marketing and branding.
- Customer Retention
- Customer Lifetime Value (CLV)
- Customer Equity
Strategic Branding in the Digital Age: Building, Communicating, and Revitalizing Your Brand (starting April 5, 2021) is a three-day program, delivered in the virtual classroom over five days. For more information and to register, visit the program webpage.