The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society - Neil Bendle - Books - Springer International Publishing AG - 9783031474200 - December 17, 2023
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Neil Bendle
The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society 2023 edition

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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.

149 pages, 2 Illustrations, black and white; XIII, 149 p. 2 illus.

Media Books     Hardcover Book   (Book with hard spine and cover)
Released December 17, 2023
ISBN13 9783031474200
Publishers Springer International Publishing AG
Pages 149
Dimensions 150 × 220 × 20 mm   ·   349 g
Language German  

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