January 2005
Beginner to intermediate
224 pages
4h 32m
English
book
Managing Customers as Investments The Strategic Value of Customers in the Long Run
by Sunil Gupta, Donald R. Lehmann
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Chapter 6. CUSTOMER-BASED ORGANIZATION
The value of a customer is more than a concept, tool, or metric. It is a mindset. Its implementation requires a cultural change within the organization and needs to be supported by appropriate changes in the organizational structure and incentive systems. In this chapter, we highlight five key organizational changes needed to make a customer-based strategy work. We then describe specific priorities for decision makers ranging from CEOs and CFOs to product managers and marketing research executives.
ORGANIZATIONAL STRUCTURE
Almost a century ago, consumer packaged goods companies introduced the brand, or product management, system as a new and innovative organization structure to manage brands. In this system, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.