Managing Customers as Investments

副标题: The Strategic Value of Customers in the Long Run

ISBN: 9780131428959

出版社: Wharton School Publishing

出版年: 2005-01-29

页数: 224

定价: USD 34.99

装帧: Hardcover

内容简介

What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.