"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."--BOOK JACKET.
Categories:
- Business & Money
- Marketing & Sales
- Marketing
- Marketing & Sales
Publisher : Harvard Business Review Press
Author : Robert C. Blattberg,Jacquelyn S. Thomas,Gary Getz
Language : English
Edition : 1
Published :2001-05-23
Number Of Pages : 228
Binding : hardcover
ISBN-10 : 0875847641
ISBN-13 : 9780875847641
Item weight : 1.2 lb
Dimensions : 1 in x 6.2 in x 9.3 in
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