Customer Equity by Jacquelyn S Thomas

  •
1 1

Customer Equity by Jacquelyn S Thomas

Checking stock...
Checking stock...
Résumé

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.

The feel-good place to buy books
  • Free delivery in the UK
  • Supporting authors with AuthorSHARE
  • 100% recyclable packaging
  • B Corp - kinder to people and planet
  • Buy-back with World of Books - Sell Your Books

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.

You might also like

Robert C. Blattberg is a Professor at Northwestern's Kellogg Graduate School of Management in Chicago.
SKU Non disponible
ISBN 13 9780875847641
ISBN 10 0875847641
Titre Customer Equity
Auteur Jacquelyn S Thomas
État Non disponible
Type de reliure Hardback
Éditeur Harvard Business Review Press
Année de publication 2001-07-01
Nombre de pages 256
Note de couverture La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note Non disponible