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Customer Equity: Building and Managing Relationships As Valuable Assets Robert C. Blattberg
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Customer Equity: Building and Managing Relationships As Valuable Assets
Robert C. Blattberg
Offers marketing system for measuring and managing customer value as a financial asset. This book outlines customer equity's three core strategies - customer acquisition, customer retention, and add-on selling - and the balance among them, and explain how the customer life cycle affects strategy and the marketing mix.
256 pages, illustrations
| Media | Books Hardcover Book (Book with hard spine and cover) |
| Released | July 1, 2001 |
| ISBN13 | 9780875847641 |
| Publishers | Harvard Business School Publishing |
| Pages | 256 |
| Dimensions | 242 × 161 × 23 mm · 571 g |
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