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The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society Neil Bendle
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The Customer Asset: Understanding and Managing its Value - Palgrave Studies in Marketing, Organizations and Society
Neil Bendle
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.
| Media | Books Paperback Book (Book with soft cover and glued back) |
| Released | December 18, 2024 |
| ISBN13 | 9783031474231 |
| Publishers | Springer International Publishing AG |
| Pages | 149 |
| Dimensions | 150 × 220 × 10 mm · 221 g |
| Language | German |
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