The Customer Asset - Understanding and Managing its Value - Neil Bendle - Hardback Bog - Springer International Publishing AG - 2023 - Engelsk -

Description

This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions.