Customer Equity: Building and Managing Relationships as Valuable Assets

A new marketing concept to help you find and keep the right customers.

This new approach to marketing provides strategies, methods and metrics that all organizations can use. The authors explain that their system, called ¿Customer Equity,¿ will show you how to organize and target your efforts to acquire and retain customers, and how to make additional sales to them. The book is divided into three sections ¿ the concept, strategies and management ¿ and is full of solid information and useful tools for measuring customer value. The authors supplement the main principles of each chapter with a business case, and present their concepts with real substance and clear thinking. We recommend this book to any marketer interested in the problems of modern competitiveness and marketing to customers in an information-saturated global marketplace.