Check nearby libraries
Buy this book
It's more important than ever for companies to objectively assess the value of their customers. But conventional measures of "customer lifetime value" haven't been linked to overall business value and haven't been useful to senior managers. Managing Customers as Investments overcomes both shortcomings.
Through practical examples and case studies, you'll learn a rigorous yet simple approach to estimating the lifetime value of your customers—and how you can use that information to make better tactical and strategic decisions. You'll learn how customer value calculations impact customer acquisition, service, retention, and segmentation—as well as strategic M&A and alliance decisions.
Whether you're a CxO, line-of-business manager, marketer, analyst, or investor, Managing Customers as Investments will help you focus your resources where they'll deliver maximum value.
Key takeaways include
Customers are assets
How to calculate the value of customers in a simple way
How the value of customers provides the basis for marketing strategy and planning
The importance of balancing the value of the customer to the firm with the value the firm provides to the customer
How to use the value of the customer as a basis for firm valuation and M&A decisions
The implications for organization and incentive structure and the limitations of product and brand management
How to link customer value to business value
Practical techniques for CxOs, line-of-business managers, marketers, financial analysts, and investors
How to make better decisions about marketing, partnerships, and organizational structure
Easy-to-use metrics and real-world case studies
What your customers are really worth: crucial knowledge for better strategic and tactical decision-making
How can you find out, without endlessly complex modeling? And after you know, what should you do with that knowledge?
Managing Customers as Investments has the answers—and they may surprise you.
You'll learn surprisingly simple ways to get reliable customer value information...and get it in a form you can use.
You'll learn how to use it to measure your marketing effectiveness more accurately than ever before—and drive improvements throughout your entire customer relationship lifecycle.
You'll learn how customer value can bring new clarity to decisions about M&A and firm valuation.
Everyone tells you to manage your business around customers. This book gives you the tools to do it.
Check nearby libraries
Buy this book
Previews available in: English
Showing 2 featured editions. View all 2 editions?
Edition | Availability |
---|---|
1
Managing Customers as Investments
2007, Pearson Education
Electronic resource
in English
0131951920 9780131951921
|
zzzz
Libraries near you:
WorldCat
|
2
Managing customers as investments: the strategic value of customers in the long run
2005, Wharton School Pub.
in English
0131428950 9780131428959
|
aaaa
Libraries near you:
WorldCat
|
Book Details
Edition Notes
Includes bibliographical references (p. 187-198) and index.
Classifications
The Physical Object
ID Numbers
Community Reviews (0)
Feedback?History
- Created April 1, 2008
- 7 revisions
Wikipedia citation
×CloseCopy and paste this code into your Wikipedia page. Need help?
August 10, 2018 | Edited by ImportBot | import new book |
July 31, 2010 | Edited by IdentifierBot | added LibraryThing ID |
April 16, 2010 | Edited by bgimpertBot | Added goodreads ID. |
April 13, 2010 | Edited by Open Library Bot | Linked existing covers to the edition. |
April 1, 2008 | Created by an anonymous user | Imported from Scriblio MARC record |