Customer Equity
Subtitle: Building and Managing Relationships As Valuable Assets
Publisher: Harvard Business School Press
Published: July 2001
Language: eng
Format: Hardcover
Number of pages: 228
ISBN-13: 9780875847641
Subjects: Customer services; Relationship marketing; Customer Service; Business & Economics; Business / Economics / Finance; Marketing; Business/Economics; Customer loyalty; Advertising & Promotion; Customer relations
First sentence: CUSTOMERS EQUITY'S basic premise is straightforward: The customer is a financial asset that companies and organizations should measure, manage, and maximize just like any other asset.
Description: "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.