Customer Equity: Building and Managing Relationships as Valuable Assets - Hardcover

Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S.

 
9780875847641: Customer Equity: Building and Managing Relationships as Valuable Assets
Hardcover
ISBN 10: 0875847641 ISBN 13: 9780875847641
Verlag: Harvard Business Review Press, 2001

Inhaltsangabe

What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace.
Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions.

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Über die Autorin bzw. den Autor

Jacquelyn S. Thomas is a Professor at Emory's Goizueta School of Business in Atlanta.

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Verlag
Harvard Business Review Press
Erscheinungsdatum
2001
Sprache
Englisch
ISBN 10 
0875847641
ISBN 13 
9780875847641
Einband
Gebundene Ausgabe
Anzahl der Seiten
228
Kontakt zum Hersteller
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Verantwortliche Person
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