The Customer Asset : Understanding and Managing its Value

by Neil Bendle, Shane Wang

1. Introduction: What is the Value of Your Customers? -- 2.The VARIED Tasks of the Customer Asset -- 3.The Customer Asset Approach -- 4. Who Is The Customer Assets Approach For? -- 5. Applying the Customer Asset -- 6.Communication about the Customer Asset -- 7.Conclusion -- 8. References.

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Year of publication:	2023
Authors:	Bendle, Neil T. ; Wang, Xin
Publisher:	2023.: Cham : Springer Nature Switzerland 2023.: Cham : Imprint: Palgrave Macmillan
Subject:	customer lifetime value \| marketing accountability \| customer equity \| customer retention \| customer acquisition \| marketing investments \| Kundenwert \| Customer value \| Beziehungsmarketing \| Relationship marketing \| Marketingmanagement \| Marketing management \| Kundengewinnung \| Customer acquisition \| Konsumentenverhalten \| Consumer behaviour