Customer Equity: Building and Managing Relationships as Valuable Assets

By Robert C Blattberg
Customer Equity provides a unifying framework for measuring customer value - the potential profitability of each customer to the company - as a financial asset and defines and shows how to implement customer-centric strategies for long-term customer retention, relationship building and bottom-line intangible value-creation. The book provides tools for managing the customer portfolio across segments and over time so that marketers can lengthen customer life cycles, tailor the marketing mix, optimize cross-functional operations and balance customer acquisition and retention, and considers IT's role in improving all company-customer interactions.




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ISBN: 9780875847641

About the Hardcover

Publisher Harvard Business School Press
Publish date 07/01/2001
Pages 228
ISBN-13 9780875847641
ISBN-10 0875847641
Language English