LEADER 02645nam 22004933 450 001 9910770277203321 005 20240607160012.0 010 $a9783031474217$b(electronic bk.) 010 $z9783031474200 035 $a(PPN)275422372 035 $a(MiAaPQ)EBC31023052 035 $a(Au-PeEL)EBL31023052 035 $a(CKB)29414048700041 035 $a(EXLCZ)9929414048700041 100 $a20231220h20232023 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe customer asset $eunderstanding and managing its value /$fNeil Bendle, Shane Wang 205 $a1st ed. 210 1$aCham :$cPalgrave Macmillan,$d[2023] 210 4$dİ2023. 215 $a1 online resource (xiii, 149 pages) $cillustrations 225 0 $aPalgrave Studies in Marketing, Organizations and Society Series,$x2661-8621 311 08$aPrint version: Bendle, Neil The Customer Asset Cham : Palgrave Macmillan,c2024 3031474201 9783031474200 (OCoLC)1399562552 320 $aIncludes bibliographical references and index. 327 $a1. 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. 330 $a"This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with marketers, accountants, and all managers eager to demonstrate customers' financial worth to the organization."--$cTitle details screen. 606 $aCustomer relations 606 $aBusiness enterprises$xFinance 610 $aBUSINESS & ECONOMICS / Marketing / General 615 0$aCustomer relations. 615 0$aBusiness enterprises$xFinance. 676 $a658.812 700 $aBendle$b Neil T.$01592351 702 $aWang$b Shane 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910770277203321 996 $aThe customer asset$93909141 997 $aUNINA