Customer Equity: Building and Managing Relationships As Valuable Assets
Robert C. Blattberg/ Gary Getz/ Jacquelyn S. Thomas
ISBN 10: 0875847641 ISBN 13: 9780875847641
Editore: Harvard Business School Pr, 2001
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Descrizione:
228 pages. 9.25x6.25x1.00 inches. In Stock. Codice articolo 0875847641
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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Dati bibliografici
Titolo: Customer Equity: Building and Managing ...
Casa editrice: Harvard Business School Pr
Data di pubblicazione: 2001
Legatura: Hardcover
Condizione: Brand New