Customer equity : building and managing relationships as valuable assets /

Drawing from successful examples of customer equity in a variety of industries, the authors provide a unifying framework and practical tools for measuring customer value--the potential profitability of each customer to the company.

Detalles Bibliográficos
Autor principal: Blattberg, Robert C., 1942-
Otros Autores: Getz, Gary, 1955-, Thomas, Jacquelyn S., 1969-
Formato: Libro
Lenguaje:Inglés
Publicado: Boston, Mass. : Harvard Business School Press, c2001.
Materias:
Relationship marketing.
Customer services > Marketing.
Customer relations.
Customer loyalty.
Mercadeo de relaciones.
Servicios al cliente > Mercadeo.
Relaciones con los clientes.
Fidelización del cliente.
Aporte de:Registro referencial: Solicitar el recurso aquí
Biblioteca Max von Buch (UdeSA) de Universidad de San Andrés
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050 0 0 |a HF5415.55  |b .B53 2001 
082 0 0 |a 658.8/12  |2 21 
100 1 |a Blattberg, Robert C.,  |d 1942- 
245 1 0 |a Customer equity :  |b building and managing relationships as valuable assets /  |c Robert C. Blattberg, Gary Getz, Jacquelyn S. Thomas. 
260 |a Boston, Mass. :  |b Harvard Business School Press,  |c c2001. 
300 |a xix, 228 p. :  |b il. ;  |c 24 cm. 
504 |a Incluye referencias bibliográficas e índice. 
505 0 |a Customer Management: A Quiz -- pt. I. A New Marketing System. 1. Managing the Customer as an Asset. 2. Cornerstones of Customer Equity -- pt. II. Customer Strategies. 3. Managing Customer Acquisition. 4. Managing Customer Retention. 5. Enhancing Customer Equity through Add-on Selling. 6. Optimizing Customer Equity -- pt. III. Managing by Customer Equity. 7. The Marketing Mix. 8. Customer Equity Accounting. 9. Organizing for Customer Equity. 10. The Future of Customer Equity. App. Issues in Computing Customer Equity. 
520 |a Drawing from successful examples of customer equity in a variety of industries, the authors provide a unifying framework and practical tools for measuring customer value--the potential profitability of each customer to the company. 
650 0 |a Relationship marketing. 
650 0 |a Customer services  |x Marketing. 
650 0 |a Customer relations. 
650 0 |a Customer loyalty. 
650 7 |a Mercadeo de relaciones.  |2 UDESA 
650 7 |a Servicios al cliente  |x Mercadeo.  |2 UDESA 
650 7 |a Relaciones con los clientes.  |2 UDESA 
650 7 |a Fidelización del cliente.  |2 UDESA 
700 1 |a Getz, Gary,  |d 1955- 
700 1 |a Thomas, Jacquelyn S.,  |d 1969- 

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