The Customer Asset

Name: The Customer Asset
Brand: Springer Nature Switzerland
SKU: 9783031474231
Price: 48.87 EUR
Availability: InStock

Автор: Neil Bendle

Език:

Корици: С меки корици

Издател: Springer Nature Switzerland

Наличност: Външен склад

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48.87 € 95.58 лв

This book delves into the concept of customers as financial assets, explaining how firms can assess ...

Информация за книгата

Автор

Neil Bendle

Език

Английски език

Корици

Книга - С меки корици

Издадена

2024

страници

164

EAN

9783031474231

ISBN

3031474236

Enbook ID

47063114

Издател

Springer Nature Switzerland

Теглоt

221

Размери

148 x 210 x 10

Пълно описание

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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The Customer Asset

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