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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.
Nákup knihy
Customer Equity, Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas
- Jazyk
- Rok vydania
- 2001,
- Stav knihy
- Dobrá
- Cena
- 2,24 €
Doručenie
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- Titul
- Customer Equity
- Jazyk
- anglicky
- Vydavateľ
- Harvard Business Press
- Vydavateľ
- 2001
- ISBN10
- 0875847641
- ISBN13
- 9780875847641
- Kategórie
- Podnikanie a ekonómia
- Anotácia
- 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.