Synopsis
Customer Equity provides a unifying framework for measuring customer value - the potential profitability of each customer to the company - as a financial asset and defines and shows how to implement customer-centric strategies for long-term customer retention, relationship building and bottom-line intangible value-creation. The book provides tools for managing the customer portfolio across segments and over time so that marketers can lengthen customer life cycles, tailor the marketing mix, optimize cross-functional operations and balance customer acquisition and retention, and considers IT's role in improving all company-customer interactions.
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About the Author
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
Published by
Harvard Business Review Press, 2001
ISBN 10: 0875847641
ISBN 13: 9780875847641
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Customer Equity: Building and Managing Relationships As Valuable Assets
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ISBN 13: 9780875847641
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Customer Equity: Building and Managing Relationships As Valuable
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ISBN 13: 9780875847641
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Customer Equity: Building and Managing Relationships As Valuable Assets
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Harvard Business School Press, 2001
ISBN 10: 0875847641
ISBN 13: 9780875847641
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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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Customer Equity: Building and Managing Relationships As Valuable Assets
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ISBN 13: 9780875847641
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Customer Equity: Building and Managing Relationships As Valuable Assets
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