Customer Equity by Jacquelyn S Thomas

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Customer Equity by Jacquelyn S Thomas

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Summary

Offers marketing system for measuring and managing customer value as a financial asset. This book outlines customer equity's three core strategies - customer acquisition, customer retention, and add-on selling - and the balance among them, and explain how the customer life cycle affects strategy and the marketing mix.

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Customer Equity by Jacquelyn S Thomas

Customer Equity provides a unifying framework for measuring customer value - the potential profitability of each customer to the company - as a financial asset and defines and shows how to implement customer-centric strategies for long-term customer retention, relationship building and bottom-line intangible value-creation. The book provides tools for managing the customer portfolio across segments and over time so that marketers can lengthen customer life cycles, tailor the marketing mix, optimize cross-functional operations and balance customer acquisition and retention, and considers IT's role in improving all company-customer interactions.

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SKU Unavailable
ISBN 13 9780875847641
ISBN 10 0875847641
Title Customer Equity
Author Jacquelyn S Thomas
Condition Unavailable
Binding Type Hardback
Publisher Harvard Business Review Press
Year published 2001-07-01
Number of pages 256
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable