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: acceptable

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.

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