Customer Equity: Building and Managing Relationships as Valuable Assets by Robert C. Blattberg, Jacquelyn S. Thomas, Gary Getz

From the Publisher

"What's a customer worth? The company that can answer this question precisely is the company with an edge in the customer-based, technology - and information - intensive economy of today. But how can an asset as intangible as customer value be measured? This book provides a solution: a fully developed, highly practical new marketing system for measuring and managing customer value as a financial asset - a system uniquely suited to today's rapidly changing, increasingly digital marketplace." "Along with strategic and tactical guidance, Customer Equity provides precise metrics for evaluating a business more effectively and improving performance - the "activity-based management" of a company's marketplace. The authors present a new framework for structuring go-to-market activities that links those activities to useful metrics and allows better-informed marketing decisions."--BOOK JACKET.

What People Are Saying

Susanne Lyons
"Customer Equity is a must-read for serious marketers. The authors have taken a holistic approach to the many facets of developing true client relationship management by citing relevant case studies from leading customer-driven companies. Practical and insightful!"
—Susanne Lyons, Chief Marketing Officer, Executive Vice President, The Charles Schwab Corporation

John Olsen
"Customer Equity speaks to the most important business principle in the world: Manage your customer relationships as an asset. It's more than just a method, it's a complete system. The economics of this proposition are so compelling, one is shocked to note how few companies practice its disciplines. You had better put it to work, or your competitors will beat you to it."
—John Olsen, President and CEO, Marimba, Inc.

Jean-Michel Six
"You can bet that Customer Equity is going to be one of the key concepts Wall Street analysts will use to measure company performance. Blattberg, Getz, and Thomas provide a detailed description of how a firm can design and apply customer equity strategies that involve all components of their business. This is one of the most innovative books I've read in a long time."
—Jean-Michel Six, Senior Vice-President, WW Sales and Marketing, Giga Information Group

Jay Istvan
"This book provides a superb balance of powerful new concepts complemented by practical advice. It will help you define the issues, implement programs that will lead to success, and most importantly, provide the framework for measuring that success."
—Jay Istvan, Senior Vice President Strategy , eLoyalty Corporation.

Product Details

• ISBN: 0875847641
  
• ISBN-13: 9780875847641
• Format: Hardcover, 256pp
• Publisher: Harvard Business School Press
• Pub. Date: June 2001
• Sales Rank: 223,800

• Table of Contents

Table of Contents