Authors: Robert C. Blattberg, Jacquelyn S. Thomas, Gary Getz
ISBN-13: 9780875847641, ISBN-10: 0875847641
Format: Hardcover
Publisher: Harvard Business Press
Date Published: July 2001
Edition: (Non-applicable)
"What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace." "Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions."--BOOK JACKET.
Preface | ||
Acknowledgments | ||
Customer Management: A Quiz | ||
Pt. I | A New Marketing System | |
1 | Managing the Customer as an Asset | 3 |
2 | Cornerstones of Customer Equity | 13 |
Pt. II | Customer Strategies | |
3 | Managing Customer Acquisition | 35 |
4 | Managing Customer Retention | 67 |
5 | Enhancing Customer Equity through Add-on Selling | 95 |
6 | Optimizing Customer Equity | 125 |
Pt. III | Managing by Customer Equity | |
7 | The Marketing Mix | 147 |
8 | Customer Equity Accounting | 161 |
9 | Organizing for Customer Equity | 173 |
10 | The Future of Customer Equity | 193 |
App | Issues in Computing Customer Equity | 209 |
Notes | 213 | |
Index | 217 | |
About the Authors | 227 |