Customer Equity

Customer Equity

4.11 - 1251 ratings - Source

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 qactivity-based managementq 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.During the initial purchase, Amazon collects data such as delivery address, credit card number, and item titles, which ... purchased from Amazon, average customer ratings by those who had purchased it, reviews written about the book byanbsp;...

Title:Customer Equity
Author: Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas
Publisher:Harvard Business Press - 2001

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