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(Ebook) The Customer Asset: Understanding and Managing its Value by Bendle, Neil, Wang, Shane ISBN 9783031474200, 9783031474217, 3031474201, 303147421X

  • SKU: EBN-55518192
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4.8

13 reviews
Instant download (eBook) The Customer Asset: Understanding and Managing its Value after payment.
Authors:Bendle, Neil, Wang, Shane
Pages:162 pages.
Year:2024
Editon:1
Publisher:Palgrave Macmillan
Language:english
File Size:2.74 MB
Format:pdf
ISBNS:9783031474200, 9783031474217, 3031474201, 303147421X
Categories: Ebooks

Product desciption

(Ebook) The Customer Asset: Understanding and Managing its Value by Bendle, Neil, Wang, Shane ISBN 9783031474200, 9783031474217, 3031474201, 303147421X

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.
*Free conversion of into popular formats such as PDF, DOCX, DOC, AZW, EPUB, and MOBI after payment.

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