Harnessing Customer Assets: How to Reshape Corporate Strategy Using Customer Lifetime Value

Author: Rusty Zisserman
Publisher:
Publish Date: 2001-05-01
Features: This book aims to help businesses reshape their corporate strategy and achieve a customer-centric business philosophy. In this book, the authors provide a model that helps businesses maximize their most important asset—customer assets (customer lifetime value). Customer asset evaluation is the cornerstone of a customer-centric business philosophy. The author proposes a brand-new strategic model—the Customer Asset Model, which enables businesses to maximize their most important asset (customer lifetime value). This book provides a blueprint for businesses to truly achieve a customer-centric business philosophy and is a must-read for marketing managers, especially those dedicated to enhancing customer value.