The Customer Asset - Understanding and Managing its Value

Category Other
Type E-Books
Language English
Total size 3.2 MB
Uploaded By freecoursewb

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Date uploaded 2 years ago
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Infohash : BBA2B9021B49195F2CC715B44A16789B27061EC6

The Customer Asset: Understanding and Managing its Value

https://FreeCourseWeb.com

English | PDF EPUB (True) | 2023 | 158 Pages | ISBN : 3031474201 | 3.2 MB

This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. 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. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with marketers, accountants, and all managers eager to demonstrate customers' financial worth to the organization.

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