Customer Asset Management (Version 1)

Author: Las
Publisher:
Publish Date: 2006-01-01
Features: This book is the most authoritative work on customer asset management in China! With an outstanding author, profound expertise, fresh ideas, and vivid case studies, it offers a delightful reading experience of classic theories. The concise and clear writing style intersperses numerous practical tools and cases, making the reading of classics effortless! Customer asset management is one of the forefront and hot topics in the field of marketing research in China. This book systematically introduces the relevant concepts and analytical tools of customer asset management, including: the framework of customer management, mathematical models and analytical tools for customer asset analysis, customer selection strategies, brand assets, the relationship between customer assets and relationship assets, the management of customer interactions, and how to measure and evaluate the results of marketing activities. This book is both an exploration of cutting-edge theoretical issues in marketing and includes practical tools for customer relationship management, along with numerous real-world case studies. It is suitable for students and learners in marketing-related fields as well as practical managers.