Customer Equity: Building and Managing Relationships As Valuable Assets - Hardcover

Robert C. Blattberg; Gary Getz; Jacquelyn S. Thomas

Hardcover

ISBN 10: 0875847641 ISBN 13: 9780875847641

Publisher: Harvard Business Review Press, 2001

Synopsis

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.

About this title

About the Author

Jacquelyn S. Thomas is a Professor at Emory's Goizueta School of Business in Atlanta.

From the Back Cover

"Customer Equity speaks to the most important business principle in the world: Manage your customer relationships as an asset. It's more than just a method, it's a complete system. The economics of this proposition are so compelling, one is shocked to note how few companies practice its disciplines. You had better put it to work, or your competitors will beat you to it."
-John Olsen, President and CEO, Marimba, Inc.

"You can bet that Customer Equity is going to be one of the key concepts Wall Street analysts will use to measure company performance. Blattberg, Getz, and Thomas provide a detailed description of how a firm can design and apply customer equity strategies that involve all components of their business. This is one of the most innovative books I've read in a long time."
-Jean-Michel Six, Senior Vice-President, WW Sales and Marketing, Giga Information Group

"This book provides a superb balance of powerful new concepts complemented by practical advice. It will help you define the issues, implement programs that will lead to success, and most importantly, provide the framework for measuring that success."
-Jay Istvan, Senior Vice President Strategy , eLoyalty Corporation.

"Customer Equity is a must-read for serious marketers. The authors have taken a holistic approach to the many facets of developing true client relationship management by citing relevant case studies from leading customer-driven companies. Practical and insightful!"
-Susanne Lyons, Chief Marketing Officer, Executive Vice President, The Charles Schwab Corporation

Edition details

• Publisher: Harvard Business Review Press
• Publication date: 2001
• Language: English
• ISBN 10: 0875847641
• ISBN 13: 9780875847641
• Binding: Hardcover
• Number of pages: 228