The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society - Neil Bendle - Books - Springer International Publishing AG - 9783031474231 - December 18, 2024
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The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society

Neil Bendle

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The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society

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.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released December 18, 2024
ISBN13 9783031474231
Publishers Springer International Publishing AG
Pages 149
Dimensions 221 g
Language German  
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