Customer equity: building and managing relationships as valuable assets
Auteur :
Blattberg, Robert C.
Éditeur :
Blattberg, Robert C.Getz, Gary,Thomas, Jacquelyn S.,
ISBN :
9780875847641
Date de publication :
1 juin 2001
Dimensions :
24,1 x 16,5 x 2,5 cm
Poids :
567 g
Langue :
Anglais
Pays d'origine :
USA
Offers marketing system for measuring and managing customer value as a financial asset. This book outlines customer equity's three core strategies - customer acquisition, customer retention, and add-on selling - and the balance among them, and explain how the customer life cycle affects strategy and the marketing mix.