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商品編號： 9-103-021 出版日期： 2003/02/12 作者姓名： Martinez-Jerez, F. Asis;Narayanan, V.G.;Brem, Lisa 商品類別： Other 商品規格： 19p 再版日期： 2007/03/16 地域： Spain 產業： Banking and investment industry;E-commerce industry 個案年度： 2001 - 2002
商品敘述：
Bankinter, a relatively small Spanish bank, has a large presence as an Internet financial services provider. Leading the way to profitability through the Internet will give Bankinter a major competitive advantage over the larger, more established Spanish banks. Ann Peralta, director of the Internet network in Bankinter, must evaluate whether the thousands of new customers pouring in from other portals are profitable for the bank. Peralta uses tools such as customer relationship management, activity-based costing, customer profitability, and lifetime value computations to determine the value of this cohort of new customers for the bank and in doing so, can decide on future customer acquisition strategies.
涵蓋領域：
Activity-based costing;Competitive advantage;Internet;Performance indicators;Profitability
相關資料：
Case Teaching Note, (5-104-004), 16p, by F. Asis Martinez-Jerez, V.G. Narayanan
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