Neil Bendle,Shane Wang
The Customer Asset: Understanding and Managing its Value
The Customer Asset: Understanding and Managing its Value
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- More about The Customer Asset: Understanding and Managing its Value
Format: Paperback / softback
Length: 149 pages
Publication date: 18 December 2024
Publisher: Springer International Publishing AG
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.
Dimension: 210 x 148 (mm)
ISBN-13: 9783031474231
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