Author : Robert C. Blattberg
Release : 2001
Genre : Business & Economics
Kind : eBook
Book Rating : 641/5 ( reviews)
Book Synopsis Customer Equity by : Robert C. Blattberg
Download or read book Customer Equity written by Robert C. Blattberg. This book was released on 2001. Available in PDF, EPUB and Kindle. Book excerpt: 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 "activity-based management" 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.