The Customer Asset : Understanding and Managing its Value

Shane Wang

ISBN 10: 3031474236 / ISBN 13: 9783031474231

Published by Springer Nature Switzerland, Springer Nature Switzerland, 2024

About this Item

Druck auf Anfrage Neuware - Printed after ordering - This book delves into the concept of customers as financial assets,explaininghow firms canassessinvestments in customer relationships. Theauthors presentthe 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 withmarketers,accountants,andall managerseager to demonstratecustomers' financial worth to the organization.

Seller Inventory # 9783031474231

Bibliographic Details

• Title: The Customer Asset : Understanding and Managing its Value
• Publisher: Springer Nature Switzerland, Springer Nature Switzerland
• Publication Date: 2024
• Language: English
• ISBN 10: 3031474236
• ISBN 13: 9783031474231
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 210W x 148H x 10D millimeters 210 millimeters width by 148 millimeters height by 10 millimeters depth
• Weight: 221 grams

About this title

Synopsis

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.

About the Author

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.