Customer Asset

Understanding and Managing its Value

AvNeil Bendle,Shane Wang

Häftad, Engelska, 2024

Del i serien Palgrave Studies in Marketing, Organizations and Society

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Beskrivning

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

Produktinformation

Utgivningsdatum:2024-12-18
Mått:148 x 210 x 10 mm
Vikt:221 g
Format:Häftad
Språk:Engelska
Serie:Palgrave Studies in Marketing, Organizations and Society
Antal sidor:149
Förlag:Springer International Publishing AG
ISBN:9783031474231

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Neil Bendle is Associate Professor of Marketing in the Terry College of Business at the University of Georgia, USA. He is a fellow of the Association of Chartered Certified Accountants and a director of the Marketing Accountability Standards Board (MASB).Shane Wang is Professor of Marketing at Virginia Tech Univiersity, USA. His research focuses on artificial intelligence and machine learning techniques with applications in business and social media analytics, firm strategy and management.

Innehållsförteckning

1. Introduction: What is the Value of Your Customers?.- 2.The VARIED Tasks of the Customer Asset.- 3.The Customer Asset Approach.- 4. Who Is The Customer Assets Approach For?.- 5. Applying the Customer Asset.- 6.Communication about the Customer Asset.- 7.Conclusion.- 8. References.