Managing Customer Value: One Step At A Time Soman Dilip Univ Of Toronto Canada
Managing Customer Value: One Step At A Time Soman Dilip Univ Of Toronto Canada How do you take an individual who has never done business with your organization and gradually transform them into the…
Specifikacia Managing Customer Value: One Step At A Time Soman Dilip Univ Of Toronto Canada
Managing Customer Value: One Step At A Time Soman Dilip Univ Of Toronto Canada
How do you take an individual who has never done business with your organization and gradually transform them into the best possible customer? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? How do you decide how much to spend on various marketing actions?
This book attempts to answer questions such as these. Where do you start, what tools do you use, and what heuristics are useful in making these decisions? The one-sentence summary of the answer, though, is simple -- hold the individual's hands and walk them up a value ladder, one step at a time.This book is written for an advanced student of business and the practicing manager.
It presents an integrated view of the marketing function. In particular, it focuses on all the activities that a firm engages in to create and manage value - not just the customer-facing activities.
One Step at a Time
One Trick at a Time
One Jump at a Time
One Tear at a Time
One Dog at a Time
One Ordinary Day at a Time