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The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset by Bill Lee

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INDEX

Note: Page numbers followed by f refer to figures; page numbers followed by t refer to tables.

accelerant curve, in marketing, 66–68, 67f, 81, 89

advertising, 12, 59, 166

advisory boards. See customer advisory boards (CABs)

advisory councils, 117, 122, 155

advocates

activities engaged in by, 30–31, 36–37

annual conferences and, 16

C-level executives and, 150

community marketing and, 132

customer communities and, 111, 131, 132, 133f, 136

customer reference programs and, 49, 54, 60

data collection on, 40

diagnostic for determining effectiveness of, 187–199

economic value and profitability and, 36, 38–40, 39f, 44

example of hidden customer (“Catie”) as, 5–6, 30, 33–35

growth and, 20

hidden potential of, 30–31, 44

improving ...

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