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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.
Buchkauf
Customer Equity, Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas
- Sprache
- Erscheinungsdatum
- 2001
- product-detail.submit-box.info.binding
- (Hardcover)
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- Titel
- Customer Equity
- Sprache
- Englisch
- Autor*innen
- Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas
- Verlag
- Harvard Business Press
- Erscheinungsdatum
- 2001
- Einband
- Hardcover
- Seitenzahl
- 228
- ISBN10
- 0875847641
- ISBN13
- 9780875847641
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management, Marketing & Vertrieb
- Bewertung
- 3,8 von 5 Sternen
- Beschreibung
- 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.