This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue ...
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This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with marketers, accountants, and all managers eager to demonstrate customers' financial worth to the organization.
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Add this copy of The Customer Asset: Understanding and Managing its to cart. $42.26, new condition, Sold by Ingram Customer Returns Center rated 5.0 out of 5 stars, ships from NV, USA, published 2023 by Palgrave Macmillan.
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New. Print on demand Contains: Illustrations, black & white. Palgrave Studies in Marketing, Organizations and Society . XIII, 149 p. 2 illus. Intended for professional and scholarly audience.
Add this copy of The Customer Asset: Understanding and Managing its to cart. $58.48, new condition, Sold by Ria Christie Books rated 5.0 out of 5 stars, ships from Uxbridge, MIDDLESEX, UNITED KINGDOM, published 2023 by Palgrave Macmillan.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
New. Contains: Illustrations, black & white. Palgrave Studies in Marketing, Organizations and Society . XIII, 149 p. 2 illus. Intended for professional and scholarly audience.
Add this copy of The Customer Asset: Understanding and Managing Its to cart. $68.24, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2023 by Palgrave Macmillan.
