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Customer Equity - 9780875847641
Un libro in lingua di Blattberg Robert C. Gary Getz Thomas Jacquelyn S. edito da Harvard Business School Pr, 2001
- € 40.20
- Il prezzo è variabile in funzione del cambio della valuta d’origine
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 bibliografiche
- Titolo del Libro in lingua: Customer Equity
- Sottotitolo: Building and Managing Relationships As Valuable Assets
- Lingua: English
- Autori : Blattberg Robert C. Gary Getz Thomas Jacquelyn S.
- Editore: Harvard Business School Pr
- Collana: Harvard Business School Pr (Hardcover)
- Data di Pubblicazione: 01 Luglio '01
- Genere: BUSINESS and ECONOMICS
- Argomenti : Relationship marketing Customer services Marketing Customer relations
- Pagine: 228
- Dimensioni mm: 234 x 158 x 25
- ISBN-10: 0875847641
- EAN-13: 9780875847641