Customer Equity: Building and Managing Relationships as Valuable Assets - Hardcover
$45.00
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Customer Equity: Building and Managing Relationships as Valuable Assets - Hardcover
$45.00
by Robert C. Blattberg (Author), Gary Getz (Author), Jacquelyn S. Thomas (Author)
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.
Number of Pages: 228
Dimensions: 0.95 x 9.52 x 6.4 IN
Publication Date: July 01, 2001
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