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How do you take individuals who have never done
business with your organization and work on them till
some of them eventually become the best possible
customers that you have? How do you decide how
much to spend on various marketing tactics? How do
you think about the pricing decision with a view to
optimizing the value of your customers as assets?
Where do you start - what tools do you use - what
heuristics are useful in making these decisions? This
book attempts to answer questions such as these. The
one-sentence summary of the answer, though, is
simple - hold the individuals hands and walk them
through a value chain, one stage at a time.
This book is written for an advanced student of
business, as well as for the practicing manager, and
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, and not just
the customer-facing activities. In that sense, it links the
traditional views of customer value with the finance,
accounting, human resources, organizational behaviour,
information technology and operations functions. The
content is meant to be prescriptive - it describes a
process for value creation and management, yet
analytical; theoretical, yet empirically driven. It urges
the reader to think about the customer value function to
be organized along activities that the firm would like the
customers to engage in, not activities that the firm
engages in. It presents a framework that is not only
conceptually driven but also has a sound mathematical
basis.isbn-9788175967977
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Pages : 416
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