Neil Bendle
The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society Neil Bendle

Name: The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society
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Author: Neil Bendle

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2023 edition

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

Neil Bendle

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.

Medios de comunicación	Libros Paperback Book (Libro con tapa blanda y lomo encolado)
Publicado	18 de diciembre de 2024
ISBN13	9783031474231
Editores	Springer International Publishing AG
Páginas	149
Dimensiones	150 × 220 × 10 mm · 221 g
Lengua	Alemán