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Customer Equity by Robert C. Blattberg| Gary Getz| Jacquelyn S. Thomas [Hardcover] [rare books]

Customer Equity by Robert C. Blattberg| Gary Getz| Jacquelyn S. Thomas [Hardcover] [rare books]

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Rs. 999.00
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Book Summary

"Customer Equity: Building and Managing Relationships as Valuable Assets" by Robert C. Blattberg, Gary Getz, and Jacquelyn S. Thomas provides a comprehensive framework for measuring and managing customer value as a financial asset. The book offers practical tools and strategies for marketers to:
- Measure Customer Value: Calculate the potential profitability of each customer to the company.
- Implement Customer-Centric Strategies: Focus on long-term customer retention, relationship building, and intangible value creation.
- Manage Customer Portfolio: Segment and manage customers across different groups and over time to optimize marketing efforts.
- Balance Acquisition and Retention: Effectively balance customer acquisition and retention strategies.

About the Authors

- Robert C. Blattberg: Professor at Northwestern's Kellogg Graduate School of Management in Chicago.
- Gary Getz: Co-author of the book, with expertise in marketing and customer equity management.
- Jacquelyn S. Thomas: Professor at Emory's Goizueta School of Business in Atlanta, with a focus on customer equity and relationship management.¹

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