Sunil Gupta
Managing Customers as Investments: The Strategic Value of Customers in the Long Run
Buch
Praise for Managing Customers As InvestmentsGupta and Lehmann have brilliantly brought together the customer and financial views of marketing. Astonishingly, many companies struggle to recall that cash comes from customers and that marketing is the sourcing and harvesting of that cash. Gupta and Lehmann provide the theory and practice for marketers and CFOs alike. Bravo!--Tim Ambler, London Business School and author, Marketing and the Bottom Line, Second EditionThis book proves the adage that nothing is as practical as a good theory. The concept of lifetime value of a customer is presented in a straightforward and very practical way that wil…
Mehr
Beschreibung
Praise for Managing Customers As InvestmentsGupta and Lehmann have brilliantly brought together the customer and financial views of marketing. Astonishingly, many companies struggle to recall that cash comes from customers and that marketing is the sourcing and harvesting of that cash. Gupta and Lehmann provide the theory and practice for marketers and CFOs alike. Bravo!--Tim Ambler, London Business School and author, Marketing and the Bottom Line, Second EditionThis book proves the adage that nothing is as practical as a good theory. The concept of lifetime value of a customer is presented in a straightforward and very practical way that will be extremely useful to marketers who are charged with improving financial accountability and managing ROI. It gives the reader enough information to get started with readily available data to understand how to think about and how to take action on customer management issues. The notion that it' s better to be ' vaguely right, than precisely wrong' is just the right thing for companies that know they need to move on these issues but are struggling to get results. I strongly recommend this book for marketers who want to get more effective at customer management. The methods introduced in this book are important building blocks for a long-term testing and learning process to improve business performance.--Gordon Wyner, Executive Vice President, North American Strategy, Millward Brown, Inc.Chair, Executive Committee, Marketing Science InstituteGupta and Lehmann have written a rigorous, yet practical, guide to a complex and important area of timely importance to all senior executives; namely, how to manage customers profitably. This book shows effectively that the responsibility for managing customers is a cross-enterprise responsibility.--Anil Menon, Vice PresidentIBM Marketing Strategy and Worldwide Marketing ManagementFor all those managers
CHF 45.90
Preise inkl. MwSt. und Versandkosten (Portofrei ab CHF 40.00)
V106:
Fremdlagertitel. Lieferzeit unbestimmt
Produktdetails
Weitere Autoren: Lehmann, Donald R.
- ISBN: 978-0-13-142895-9
- EAN: 9780131428959
- Produktnummer: 1739186
- Verlag: Prentice Hall
- Sprache: Englisch
- Erscheinungsjahr: 2005
- Seitenangabe: 205 S.
- Masse: H23.0 cm x B15.9 cm x D2.1 cm 408 g
- Gewicht: 408
Über den Autor
About the Authors SUNIL GUPTA is Meyer Feldberg Professor of Business at the Columbia Business School, Columbia University, New York. He has also taught at UCLA and the Harvard Business School; conducted seminars and consulted with companies worldwide; appeared on CNN, BBC, and PBS; and been quoted in publications, including The New York Times,The Financial Times, and The Washington Post. Gupta's expertise is in marketing strategy, pricing, and customer management. He has published extensively on these topics. His research papers have won several awards. He serves on the editorial boards of six journals. He is the cofounder and president of the EX Group, a strategic consulting group that specializes in customer management. He also served as an academic trustee of the Marketing Science Institute. He holds an MBA from Indian Institute of Management and a Ph.D. from Columbia University. DONALD R. LEHMANN is George E. Warren Professor of Business at the Columbia Business School, Columbia University, New York. His research interests include modeling individual and group decision-making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania. Lehmann has published in and served on the editorial boards of several journals and was founding editor of Marketing Letters. His books include Market Research and Analysis,Analysis for Marketing Planning,Product Management, and Meta-Analysis in Marketing. He served as executive director of the Marketing Science Institute and as president of the Association for Consumer Research. He is the recipient of many awards, including the 2000 Paul D. Converse award and the AMA McGraw Hill-Irwin distinguished marketing educator award. He holds an M.S.I.A. and Ph.D. from the Krannert School of Purdue University. Gupta and Lehmann, along with Joel Steckel, are coauthors of Marketing Research. A(c) Copyright Pearson Education. All rights reserved.
37 weitere Werke von Sunil Gupta:
Ebook (EPUB Format)
CHF 36.75
Bewertungen
0 von 0 Bewertungen
Anmelden
Keine Bewertungen gefunden. Seien Sie der Erste und teilen Sie Ihre Erkenntnisse mit anderen.