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The customer asset = understanding and managing its value /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The customer asset/ by Neil Bendle, Shane Wang.
Reminder of title:	understanding and managing its value /
Author:	Bendle, Neil T.
other author:	Wang, Shane.
Published:	Cham :Springer Nature Switzerland : : 2023.,
Description:	xiii, 149 p. :ill., digital ; : 24 cm.;
Contained By:	Springer Nature eBook
Subject:	Customer relations. -
Online resource:	https://doi.org/10.1007/978-3-031-47421-7
ISBN:	9783031474217

The customer asset = understanding and managing its value /
Bendle, Neil T.

The customer assetunderstanding and managing its value /[electronic resource] :by Neil Bendle, Shane Wang. - Cham :Springer Nature Switzerland :2023. - xiii, 149 p. :ill., digital ;24 cm. - Palgrave studies in marketing, organizations and society,2661-8621. - Palgrave studies in marketing, organizations and society..

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.

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. 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.

ISBN: 9783031474217

Standard No.: 10.1007/978-3-031-47421-7doiSubjects--Topical Terms:

560399
Customer relations.

LC Class. No.: HF5415.5

Dewey Class. No.: 658.812

The customer asset = understanding and managing its value /
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520 $a 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. 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.
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