Customer Equity: Building and Managing Relationships As Valuable Assets

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

ISBN 10: 0875847641 / ISBN 13: 9780875847641

Published by Harvard Business Review Press, 2001

About this Item

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Bibliographic Details

• Title: Customer Equity: Building and Managing Relationships As Valuable Assets
• Publisher: Harvard Business Review Press
• Publication Date: 2001
• Language: English
• ISBN 10: 0875847641
• ISBN 13: 9780875847641
• Binding: hardcover
• Condition: Very Good

About this title

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 the Author

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