Customer Value-centered Management: Understanding and Leveraging Value-to-Value, Pricing, Big Data, and Controlling

Krämer, Andreas; Burgartz, Thomas; Muzzu, Christina

ISBN 10: 3031904990 / ISBN 13: 9783031904998

Verlag: Springer, 2026

Bestandsnummer des Verkäufers 26406946764

Inhaltsangabe:

This book explores Customer Value-centered Management as a modern corporate approach, emphasizing its dual nature: data-driven yet comprehensive. Facing heightened time pressure and uncertainty, management grapples with decision-making challenges amidst VUCA conditions. While complexity rises, tools like big data and AI offer decision-making solutions. Customer centricity, epitomized by Amazon's success, emerges as pivotal, with customer value serving as the linchpin in relationship marketing. Authors advocate an integrated "value-to-value segmentation" approach, reconciling customer and company perspectives. They caution against simplistic interpretations of value-based pricing, stressing the need for holistic consideration of customer benefit, pricing, and costs.

Über die Autorin bzw. den Autor:

Andreas Krämer is chairman of exeo Strategic Consulting AG in Bonn and Director of the Value Research Institute (VARI e.V.), Iserlohn, Germany, specializing in price management, CRM, market research, and statistics. With a background in agricultural economics, he founded exeo in 2000, focusing on data-driven marketing decision support. Co-initiator of studies like "Pricing Lab", he has authored numerous articles and books.

Thomas Burgartz is Dean of Economics at the University of Europe for Applied Sciences, Germany, and Director of the Value Research Institute (VARI e.V.), Iserlohn, specializing in performance measurement, customer relationship management, and marketing. With an economics background, he has extensive experience in consulting and research, contributing to various publications.

Christina Muzzu, M.B.A., M.A., holds degrees from the University of Houston, USA. She teaches Marketing and Corporate Social Responsibility atthe University of Europe for Applied Sciences, Germany, focusing on the impact of digitalization on education. A published author, she brings expertise in marketing, ethics, and education to her teaching role.

Bibliografische Details

Titel: Customer Value-centered Management: ...
Verlag: Springer
Erscheinungsdatum: 2026
Einband: Softcover
Zustand: New