Book description
What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.
Table of contents
- Copyright
- PRAISE FOR Managing Customers as Investments
- Acknowledgments
- 1. CUSTOMERS ARE ASSETS
- 2. THE VALUE OF A CUSTOMER
- 3. CUSTOMER-BASED STRATEGY
- 4. CUSTOMER-BASED VALUATION
- 5. CUSTOMER-BASED PLANNING
-
6. CUSTOMER-BASED ORGANIZATION
- ORGANIZATIONAL STRUCTURE
- INCENTIVE SYSTEMS
- EMPLOYEE SELECTION AND TRAINING
- CUSTOMER-BASED COSTING
- NEW METRICS
- WHO NEEDS TO DO WHAT: TASKS FOR VARIOUS PARTIES
- HARRAH'S ENTERTAINMENT, INC.: A WINNING HAND IN A DICEY BUSINESS[6]
- COMMON MISTAKES IN IMPLEMENTING A CUSTOMER-BASED STRATEGY
- CONCLUDING REMARKS
- A. ESTIMATING CUSTOMER LIFETIME VALUE (CLV)
- B. IMPACT OF RETENTION ON SHARE AND PROFITS
- C. VALUE OF CUSTOMER BASE
- ENDNOTES
Product information
- Title: Managing Customers as Investments The Strategic Value of Customers in the Long Run
- Author(s):
- Release date: January 2005
- Publisher(s): Pearson
- ISBN: 9780131428959
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