Articles liés à Managing Customer Value: One Stage at a Time

Managing Customer Value: One Stage at a Time - Couverture rigide

Soman, Dilip; N-marandi, Sara

 
9789812838278: Managing Customer Value: One Stage at a Time
Couverture rigide
ISBN 10 : 9812838279 ISBN 13 : 9789812838278
Editeur : World Scientific Publishing Co Pte Ltd, 2009

Synopsis

How do you take individuals who have never done business with your organization and work on them till some of them eventually become the best possible customers that you have? How do you decide how much to spend on various marketing tactics? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start what tools do you use what heuristics are useful in making these decisions? This book attempts to answer questions such as these. The one-sentence summary of the answer, though, is simple hold the individuals hands and walk them through a value chain, one stage at a time. This book is written for an advanced student of business, as well as for the practicing manager, and presents an integrated view of the marketing function. In particular, it focuses on all the activities that a firm engages in to create and manage value, and not just the customer-facing activities. In that sense, it links the traditional views of customer value with the finance, accounting, human resources, organizational behaviour, information technology and operations functions. The content is meant to be prescriptive it describes a process for value creation and management, yet analytical; theoretical, yet empirically driven. It urges the reader to think about the customer value function to be organized along activities that the firm would like the customers to engage in, not activities that the firm engages in. It presents a framework that is not only conceptually driven but also has a sound mathematical basis.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

How do you take individuals who have never done business with your organization and work on them till some of them eventually become the best possible customers that you have? How do you decide how much to spend on various marketing tactics? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start what tools do you use what heuristics are useful in making these decisions? This book attempts to answer questions such as these. The one-sentence summary of the answer, though, is simple hold the individuals hands and walk them through a value chain, one stage at a time. This book is written for an advanced student of business, as well as for the practicing manager, and presents an integrated view of the marketing function. In particular, it focuses on all the activities that a firm engages in to create and manage value, and not just the customer-facing activities. In that sense, it links the traditional views of customer value with the finance, accounting, human resources, organizational behaviour, information technology and operations functions. The content is meant to be prescriptive it describes a process for value creation and management, yet analytical; theoretical, yet empirically driven. It urges the reader to think about the customer value function to be organized along activities that the firm would like the customers to engage in, not activities that the firm engages in. It presents a framework that is not only conceptually driven but also has a sound mathematical basis.

Revue de presse

############################################################################################################################################################################################################################################################### --Delaine Hampton Director Consumer and Market Knowledge of Procter & Gamble

Managing Customer Value One Stage at a Time has been terrific in shaping the way I think about our business, breaking it down into its component pieces in order to discover what our customers value, and what to improve. --William Hsu Vice President of Asia Pacific CNN News Advertising

############################################################################################################################################################################################################################################################### --John Cassaday CEO and President of Corus Entertainment Inc.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
World Scientific Publishing Co Pte Ltd
Date d'édition
2009
Langue
anglais
ISBN 10 
9812838279
ISBN 13 
9789812838278
Reliure
Relié
Nombre de pages
414
Coordonnées du fabricant
non disponible
Personne responsable
GPSR Kontakt
gpsr@libri.de

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