Customer Equity: Building and Managing Relationships as Valuable Assets
Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S.
ISBN 10: 0875847641 ISBN 13: 9780875847641
Editore: Harvard Business Review Press, 2001
Usato
Hardcover
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ThriftBooks-Dallas, Dallas, TX, U.S.A.
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Descrizione:
May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G0875847641I4N00
Riassunto:
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.
Informazioni sull?autore: Jacquelyn S. Thomas is a Professor at Emory's Goizueta School of Business in Atlanta.
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Titolo: Customer Equity: Building and Managing ...
Casa editrice: Harvard Business Review Press
Data di pubblicazione: 2001
Legatura: Hardcover
Condizione: Very Good
Condizione sovraccoperta: No Jacket