Bendle / Wang The Customer Asset

Understanding and Managing its Value
1. Auflage 2023
ISBN: 978-3-031-47421-7
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: Wasserzeichen (»Systemvoraussetzungen)

E-Book, Englisch, 149 Seiten, eBook

Reihe: Palgrave Studies in Marketing, Organizations and Society

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.

Zielgruppe

Research

Autoren/Hrsg.

Bendle, Neil

Wang, Shane

Inhaltsverzeichnis

1. Introduction: What is the Value of Your Customers?.- 2.The VARIED Tasks of the Customer Asset.- 3.The Customer Asset Approach.- 4. Who Is The Customer Assets Approach For?.- 5. Applying the Customer Asset.- 6.Communication about the Customer Asset.- 7.Conclusion.- 8. References.

Über Autor(innen)

Neil Bendle
 is Associate Professor of Marketing in the Terry College of Business at the University of Georgia, USA. He is a fellow of the Association of Chartered Certified Accountants and a director of the Marketing Accountability Standards Board (MASB).
Shane Wang
is Professor of Marketing at Virginia Tech Univiersity, USA. His research focuses on artificial intelligence and machine learning techniques with applications in business and social media analytics, firm strategy and management.