What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.
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Descrizione libro Wharton School Publishing, 2005. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Praise for "Managing Customers As Investments"Gupta and Lehmann have brilliantly brought together the customer and financial views of marketing. Astonishingly, many companies struggle to recall that cash comes from customers and that marketing is the sourcing and harvesting of that cash. Gupta and Lehmann provide the theory and practice for marketers and CFOs alike. Bravo!"--Tim Ambler, London Business School and author, Marketing and the Bottom Line, Second Edition"This book proves the adage that nothing is as practical as a good theory. The concept of lifetime value of a customer is presented in a straightforward and very practical way that will be extremely useful to marketers who are charged with improving financial accountability and managing ROI. It gives the reader enough information to get started with readily available data to understand how to think about and how to take action on customer management issues. The notion that it' s better to be ' vaguely right, than precisely,wrong' is just the right thing for companies that know they need to move on these issues but are struggling to get results. I strongly recommend this book for marketers who want to get more effective at customer management. The methods introduced in this book are important building blocks for a long-term testing and learning process to improve business performance."--Gordon Wyner, Executive Vice President, "North American Strategy, Millward Brown, Inc."Chair, Executive Committee, Marketing Science Institute"Gupta and Lehmann have written a rigorous, yet practical, guide to a complex and important area of timely importance to all senior executives; namely, howto manage customers profitably. This book shows effectively that the responsibility for managing customers is a cross-enterprise responsibility."--Anil Menon, Vice President"IBM Marketing Strategy and Worldwide Marketing. Codice libro della libreria ABE_book_new_0131428950
Descrizione libro Wharton School Publishing, 2005. Hardcover. Condizione libro: New. book. Codice libro della libreria 0131428950
Descrizione libro Wharton School Publishing, 2005. Hardcover. Condizione libro: New. Codice libro della libreria DADAX0131428950
Descrizione libro Wharton School Publishing, 2005. Hardcover. Condizione libro: New. Codice libro della libreria P110131428950
Descrizione libro Pearson Education Ltd., New Jersey, 2005. TAPA DURA. Condizione libro: New. Codice libro della libreria 100743615
Descrizione libro Wharton School Publishing. Hardcover. Condizione libro: New. 0131428950 New Condition. Codice libro della libreria NEW4.0047317
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97801314289591.0