LEADER 05137nam 2200601 a 450 001 9910145825603321 005 20170815110024.0 010 $a1-119-20884-X 010 $a1-282-68743-3 010 $a9786612687433 010 $a0-470-74236-4 035 $a(CKB)1000000000715979 035 $a(EBL)416449 035 $a(OCoLC)437097656 035 $a(SSID)ssj0000196823 035 $a(PQKBManifestationID)12065884 035 $a(PQKBTitleCode)TC0000196823 035 $a(PQKBWorkID)10154615 035 $a(PQKB)11262803 035 $a(MiAaPQ)EBC416449 035 $a(EXLCZ)991000000000715979 100 $a20080904d2008 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aManaging customers profitably$b[electronic resource] /$fLynette Ryals 210 $aChichester, England ;$aHoboken, NJ $cJohn Wiley & Sons$dc2008 215 $a1 online resource (386 p.) 300 $aDescription based upon print version of record. 311 $a0-470-06063-8 320 $aIncludes bibliographical references (p. [359]-361) and index. 327 $aManaging Customers Profitably; Contents; Foreword; Acknowledgements; Introduction; Section One How to value your customers; 1 Latest thinking on valuing and managing customers; Two-minute chapter summary; How customer management is changing; Relationship marketing; Marketing is a science, not an art; How to value customer relationships; Summary: managing customers as assets; Where to find out more; 2 Customer profitability analysis; Two-minute chapter summary; Why companies are switching to customer profitability analysis?; Getting started on valuing customers 327 $aThe advantages of customer profitability analysisSmall print: the limitations of customer profitability; Summary: the use of customer profitability analysis; Where to find out more; 3 Calculating customer profitability; Two-minute chapter summary; Definition of customer profitability; Individual customer profitability analysis; Customer revenues; Cost of goods or services sold; Costs to serve; Customer-specific overheads; Completing the customer profitability calculation; Worksheets for customer profitability analysis; Where to find out more 327 $a4 How to calculate customer profitability for large customer numbersTwo-minute chapter summary; Top-down customer profitability analysis; Customer profitability decision trees; Using top-down customer profitability analysis; Summary; Where to find out more; 5 Customer lifetime value; Two-minute chapter summary; Why companies need to measure customer lifetime value; Definition of customer lifetime value; The advantages of customer lifetime value; Small print: the limitations of customer lifetime value; Summary: the use of customer lifetime value; Worksheet for key account gateway criteria 327 $aWhere to find out more6 Calculating customer lifetime value; Two-minute chapter summary; Forecasting customer lifetime value; How to identify the most valuable customers; Step 1: Estimating customer lifetime; Step 2: Forecasting year-by-year revenues; Step 3: Forecasting differential costs; Step 4: Discounting future profits; Summary; Worksheet: customer lifetime value; Where to find out more; 7 Calculating and using customer equity; Two-minute chapter summary; Context: the adoption of customer equity; Getting started on customer equity; The advantages of customer equity 327 $aSmall print: the limitations of customer equityHow to calculate customer equity; Improving forecasting using the Delphi Panel technique; Completing the customer equity calculation; The use of customer equity; Worksheet: calculating customer equity; Where to find out more; 8 The relational value of a customer; Two-minute chapter summary; How a customer relationship can create additional value for a supplier; Four sources of relational value; Valuing relational benefits; Using relational value for marketing decisions; Summary: financial plus relational value 327 $aWorksheet: creating a relational value index 330 $aThis book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable. It includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications for organizations to manage customers profitably. Based on cases and feedback from the KAM Club and 606 $aCustomer relations$xManagement 608 $aElectronic books. 615 0$aCustomer relations$xManagement. 676 $a658.8/12 676 $a658.812 700 $aRyals$b Lynette$0958200 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910145825603321 996 $aManaging customers profitably$92170880 997 $aUNINA