Customer asset, the: understanding and managing its value
Auteur :
Bendle, Neil / Wang, Shane
Éditeur :
Springer International Publishing AG
ISBN :
9783031474231
Date de publication :
18 déc. 2024
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions.