Managing Customers Profitably
-
- Einzelkauf Download ausgewählt
-
Sprache:Englisch
34,99 €
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Ja
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
22.01.2009
Verlag
John Wiley & SonsSeitenzahl
384 (Printausgabe)
Dateigröße
4340 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9780470742365
This book is a response to a need in the market place in the
fast-growing field of customer profitability analysis and the
profitable management of customer relationships. It combines
innovative approaches to calculating the value of customers, with
the management strategies necessary to make and keep customers
profitable.
It includes easy-to-follow instructions on how to calculate
customer profitability, including worked examples (non-technical)
and discusses strategies and their applications for organizations
to manage customers profitably. Based on cases and feedback from
the KAM Club and other research, there will be many
business-to-business as well as business-to-consumer examples.
The book assumes some level of numeracy in its readership.
The contents include:
* Assessing product costs, costs to serve and how these can be
estimated, and how to deal with customer-specific overhead
costs.
* It discusses the uses and limitations of the use of customer
profitability analysis, and illustrates how to calculate customer
lifetime value using two methods, one with actual numbers and one
which estimates relative customer lifetime value.
* Provides an innovative approach to calculating the lifetime
value of a customer by taking risk into account.
* Demonstrates how to recognise and value the relationship
benefits of customers, such as word of mouth.
* Brings into discussion the idea that how customers are
managed, links to their profitability.
* Describes how financial portfolio analysis and theory apply to
marketing and how, their application to marketing relates to the
optimisation of marketing spend.
fast-growing field of customer profitability analysis and the
profitable management of customer relationships. It combines
innovative approaches to calculating the value of customers, with
the management strategies necessary to make and keep customers
profitable.
It includes easy-to-follow instructions on how to calculate
customer profitability, including worked examples (non-technical)
and discusses strategies and their applications for organizations
to manage customers profitably. Based on cases and feedback from
the KAM Club and other research, there will be many
business-to-business as well as business-to-consumer examples.
The book assumes some level of numeracy in its readership.
The contents include:
* Assessing product costs, costs to serve and how these can be
estimated, and how to deal with customer-specific overhead
costs.
* It discusses the uses and limitations of the use of customer
profitability analysis, and illustrates how to calculate customer
lifetime value using two methods, one with actual numbers and one
which estimates relative customer lifetime value.
* Provides an innovative approach to calculating the lifetime
value of a customer by taking risk into account.
* Demonstrates how to recognise and value the relationship
benefits of customers, such as word of mouth.
* Brings into discussion the idea that how customers are
managed, links to their profitability.
* Describes how financial portfolio analysis and theory apply to
marketing and how, their application to marketing relates to the
optimisation of marketing spend.
Noch keine Bewertungen vorhanden
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kundinnen und Kunden durch Ihre Meinung.
Kurze Frage zu unserer Seite
Vielen Dank für dein Feedback
Wir nutzen dein Feedback, um unsere Produktseiten zu verbessern. Bitte habe Verständnis, dass wir dir keine Rückmeldung geben können. Falls du Kontakt mit uns aufnehmen möchtest, kannst du dich aber gerne an unseren Kund*innenservice wenden.
zum Kundenservice