The Customer Asset: Understanding and Managing its Value (Bog, Paperback / softback, Engelsk) af Neil Bendle
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The Customer Asset: Understanding and Managing its Value

(Bog, Paperback / softback, Engelsk)
Forfattere: Neil Bendle, Shane Wang
The Customer Asset: Understanding and Managing its Value
Forlag: Springer International Publishing AG

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Beskrivelse

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.

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Alle detaljer

Forlag Springer International Publishing AG
Forfattere Neil Bendle, Shane Wang
Type Bog
Format Paperback / softback
Sprog Engelsk
Udgivelsesdato 18-12-2024
Første udgivelsesår 2024
Serie Palgrave Studies in Marketing, Organizations and Society
Illustrationer 2 Illustrations, black and white
Originalsprog Switzerland
Sideantal 149
Indbinding Paperback / softback
Forlag Springer International Publishing AG
Sideoplysninger 149 pages, 2 Illustrations, black and white
Mål 210 x 148
ISBN-13 / EAN-13 9783031474231