Customer Asset

Understanding and Managing its Value

Inbunden, Engelska, 2023

Av Neil Bendle, Shane Wang

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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.

Produktinformation

Utgivningsdatum2023-12-17
Mått148 x 210 x 11 mm
Vikt350 g
FormatInbunden
SpråkEngelska
SeriePalgrave Studies in Marketing, Organizations and Society
Antal sidor149
FörlagSpringer International Publishing AG
ISBN9783031474200

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och ledarskap

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.