The customer asset : understanding and managing its value / Neil Bendle, Shane Wang.

This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these str...

Full description

Bibliographic Details

Online Access:	Full Text (via Springer)
Main Authors:	Bendle, Neil T. (Author), Wang, Shane (Author)
Format:	Electronic eBook
Language:	English
Published:	Cham : Palgrave Macmillan, [2023]
Series:	Palgrave studies in marketing, organizations and society.
Subjects:	Customer relations. Business enterprises > Finance.