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Book Description
WORLD-RENOWNED MARKETING GURUS REVEAL HOW COMPANIES CAN MAXIMISE VALUE FROM THEIR CUSTOMERS.
Virtually everyone agrees that a company’s most important and scarcest asset is its customers. Yet the value of this vital assest is routinely ignored. This is the first book to focus on assessing and tracking customer equity – ie, the lifetime value of current and future customers – and taking specific actions to increase that equity.
Bestselling business authors Don Peppers and Martha Rogers PhD reveal the critical importance of measuring customers’ long-term profitability, productivity and loyalty. They then identify the specific products, add-ons and services that managers and executives can use to increase the size and value of their customer base. Based on a blend of theory and practice, Return on Customer offers a genuine new way to make customer retention and value part of a company’s core competitive advantage.
About the Author
Don Peppers and Martha Rogers, Ph.D., are world-renowned experts on customer-based business strategies. They were individually named to Accenture’s global list of "Top 100 business intellectuals" for two consecutive years, and are cited in the UK Chartered Institute of Marketing’s inaugural listing of the 50 "most influential thinkers in marketing and business today." They are the founding partners of Peppers and Rogers Group, the world’s leading customer-focused management consultancy firm, and are two of today’s leading business authors – their previous bestsellers include 'The One to One Future' and 'Enterprise One to One'.
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85% buy the item featured on this page: Return on Customer: Creating maximum value from your scarcest resource |
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