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The Customer Asset : Understanding and Managing its Value (Palgrave Studies in Marketing, Organizations and Society)

By: Neil Bendle (Author) , Shane Wang (Author)

Extended Catalogue

Ksh 9,100.00

Format: Hardback or Cased Book

ISBN-10: 3031474201

ISBN-13: 9783031474200

Collection / Series: Palgrave Studies in Marketing, Organizations and Society

Collection Type: Publisher collection

Edition statement: 2023 ed.

Publisher: Springer International Publishing AG

Imprint: Palgrave Macmillan

Country of Manufacture: GB

Country of Publication: GB

Publication Date: Dec 17th, 2023

Publication Status: Active

Product extent: 149 Pages

Product Classification / Subject(s): Customer services

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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.

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