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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Managing Customer Value: One Step At A Time (Hardcover, Second Edition)
Loot Price: R1,949
Discovery Miles 19 490
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Managing Customer Value: One Step At A Time (Hardcover, Second Edition)
Expected to ship within 10 - 15 working days
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How do you take an individual who has never done business with your
organization and gradually transform them into the best possible
customer? How do you decide how much to spend on various marketing
actions? How do you think about the pricing decision with a view to
optimizing the value of your customers as assets? Where do you
start, what tools do you use, and what heuristics are useful in
making these decisions? This book attempts to answer questions such
as these. The one-sentence summary of the answer, though, is simple
- hold the individual's hands and walk them up a value ladder, one
step at a time.This book is written for an advanced student of
business and the practicing manager. It presents an integrated view
of the marketing function. In particular, it focuses on all the
activities that a firm engages in to create and manage value - not
just the customer-facing activities. It links the traditional views
of customer value with the finance, accounting, human resources,
organizational behaviour, information technology and operations
functions of the organization. It draws on the science of behaviour
change and the data sciences to present a contemporary view of the
customer value function. The content is meant to be prescriptive -
it describes a process for value creation and management, yet
analytical; theoretical, yet empirically driven. It urges the
reader to think about the customer value function to be organized
along activities that the firm would like the customers to engage
in, not activities that the firm engages in. It presents a
framework that is not only conceptually driven but also has a sound
mathematical basis.
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