Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas

Customer Equity: Building and Managing Relationships as Valuable Assets

• Gebundenes Buch

Produktbeschreibung

Drawing from successful examples of customer equity in a variety of industries, the authors provide a unifying framework and practical tools for measuring customer value--the potential profitability of each customer to the company.

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Produktdetails

• Verlag: Harvard Business Review Press
• Seitenzahl: 228
• Erscheinungstermin: Juli 2001
• Englisch
• Abmessung: 242mm x 163mm x 24mm
• Gewicht: 572g
• ISBN-13: 9780875847641
• ISBN-10: 0875847641
• Artikelnr.: 09802387

Autorenporträt

Robert C. Blattberg is a Professor at Northwestern's Kellogg Graduate School of Management in Chicago.

Inhaltsangabe

Preface
Acknowledgments
Customer Management: A Quiz
Part I A New Marketing System
Chapter 1 Managing the Customer as an Asset
Chapter 2 Cornerstones of Customer Equity
Part II Customer Strategies
Chapter 3 Managing Customer Acquisition
Chapter 4 Managing Customer Retention
Chapter 5 Enhancing Customer Equity through Add-on Selling
Chapter 6 Optimizing Customer Equity
Part III Managing by Customer Equity
Chapter 7 The Marketing Mix
Chapter 8 Customer Equity Accounting
Chapter 9 Organizing for Customer Equity
Chapter 10 The Future of Customer Equity
Appendix Issues in Computing Customer Equity
Notes
Index
About the Authors