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Inhaltsangabe
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.
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Über die Autorin bzw. den Autor
Jacquelyn S. Thomas is a Professor at Emory's Goizueta School of Business in Atlanta.
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Customer Equity: Building and Managing Relationships as Valuable Assets
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Customer Equity : Building and Managing Relationships As Valuable Assets
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