Managing customers profitably [[electronic resource] /] / Lynette Ryals |
Autore | Ryals Lynette |
Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008 |
Descrizione fisica | 1 online resource (386 p.) |
Disciplina |
658.8/12
658.812 |
Soggetto topico | Customer relations - Management |
Soggetto genere / forma | Electronic books. |
ISBN |
1-119-20884-X
1-282-68743-3 9786612687433 0-470-74236-4 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Managing 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
The 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 4 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 Where 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 Small 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 Worksheet: creating a relational value index |
Record Nr. | UNINA-9910145825603321 |
Ryals Lynette | ||
Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Managing customers profitably [[electronic resource] /] / Lynette Ryals |
Autore | Ryals Lynette |
Pubbl/distr/stampa | Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008 |
Descrizione fisica | 1 online resource (386 p.) |
Disciplina |
658.8/12
658.812 |
Soggetto topico | Customer relations - Management |
ISBN |
1-119-20884-X
1-282-68743-3 9786612687433 0-470-74236-4 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Managing 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
The 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 4 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 Where 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 Small 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 Worksheet: creating a relational value index |
Record Nr. | UNINA-9910676533503321 |
Ryals Lynette | ||
Chichester, England ; ; Hoboken, NJ, : John Wiley & Sons, c2008 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|