Inhoudsopgave:
|
This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable. \u003cp\u003eIt includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications for organizations to manage customers profitably. Based on cases and feedback from the KAM Club and other research, there will be many business-to-business as well as business-to-consumer examples.\u003c/p\u003e \u003cp\u003eThe book assumes some level of numeracy in its readership.\u003c/p\u003e \u003cp\u003eThe contents include:\u003c/p\u003e \u003cul\u003e \u003cli\u003e \u003cdiv\u003eAssessing product costs, costs to serve and how these can be estimated, and how to deal with customer-specific overhead costs.\u003c/div\u003e \u003c/li\u003e \u003cli\u003e \u003cdiv\u003eIt discusses the uses and limitations of the use of customer profitability analysis, and illustrates how to calculate customer lifetime value using two methods, one with actual numbers and one which estimates relative customer lifetime value.\u003c/div\u003e \u003c/li\u003e \u003cli\u003e \u003cdiv\u003eProvides an innovative approach to calculating the lifetime value of a customer by taking risk into account.\u003c/div\u003e \u003c/li\u003e \u003cli\u003e \u003cdiv\u003eDemonstrates how to recognise and value the relationship benefits of customers, such as word of mouth.\u003c/div\u003e \u003c/li\u003e \u003cli\u003e \u003cdiv\u003eBrings into discussion the idea that how customers are managed, links to their profitability.\u003c/div\u003e \u003c/li\u003e \u003cli\u003e \u003cdiv\u003eDescribes how financial portfolio analysis and theory apply to marketing and how, their application to marketing relates to the optimisation of marketing spend.\u003c/div\u003e \u003c/li\u003e \u003c/ul\u003e |
nl
en
