This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. 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. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with marketers, accountants, and all managers eager to demonstrate customers' financial worth to the organization.
- ISBN13 9783031474200
- Publish Date 17 December 2023
- Publish Status Active
- Publish Country CH
- Imprint Palgrave Macmillan
- Edition 1st ed. 2023
- Format Hardcover
- Pages 149
- Language English