The Customer Asset: Understanding and Managing its Value - Couverture souple

Bendle, Neil; Wang, Shane

Couverture souple

ISBN 10 : 3031474236 ISBN 13 : 9783031474231

Editeur : Palgrave Macmillan, 2024

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.

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2024
• Langue: anglais
• ISBN 10: 3031474236
• ISBN 13: 9783031474231
• Reliure: Broché
• Nombre de pages: 164
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne