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  • The Customer Asset

    Understanding and Managing its Value

    by Neil Bendle, Shane Wang ...
    Series series Business and Management (R0)
    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 ... Read more

    $44.99 USD