02645nam 22004933 450 991077027720332120240607160012.09783031474217(electronic bk.)9783031474200(PPN)275422372(MiAaPQ)EBC31023052(Au-PeEL)EBL31023052(CKB)29414048700041(EXLCZ)992941404870004120231220h20232023 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierThe customer asset understanding and managing its value /Neil Bendle, Shane Wang1st ed.Cham :Palgrave Macmillan,[2023]©2023.1 online resource (xiii, 149 pages) illustrationsPalgrave Studies in Marketing, Organizations and Society Series,2661-8621Print version: Bendle, Neil The Customer Asset Cham : Palgrave Macmillan,c2024 3031474201 9783031474200 (OCoLC)1399562552 Includes bibliographical references and index.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."--Title details screen.Customer relationsBusiness enterprisesFinanceBUSINESS & ECONOMICS / Marketing / GeneralCustomer relations.Business enterprisesFinance.658.812Bendle Neil T.1592351Wang ShaneMiAaPQMiAaPQMiAaPQ9910770277203321The customer asset3909141UNINA