Customer Equity: Building and Managing Relationships As Valuable Assets
Robert C. Blattberg; Gary Getz; Jacquelyn S. Thomas
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Language: English
Published by Harvard Business Review Press, 2001
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- Title
- Customer Equity: Building and Managing Relationships As Valuable Assets
- Author
- Robert C. Blattberg; Gary Getz; Jacquelyn S. Thomas
- Publisher
- Harvard Business Review Press
- Publication year
- 2001
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0875847641
- ISBN 13
- 9780875847641
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.
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About the Author
Jacquelyn S. Thomas is a Professor at Emory's Goizueta School of Business in Atlanta.
"About the title" may belong to another edition of this title.
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