Managing Customers Profitably PDF
By:Lynette Ryals
Published on 2009-01-22 by John Wiley & Sons
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. It 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. The book assumes some level of numeracy in its readership. The contents include: Assessing product costs, costs to serve and how these can be estimated, and how to deal with customer-specific overhead costs. It 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. Provides an innovative approach to calculating the lifetime value of a customer by taking risk into account. Demonstrates how to recognise and value the relationship benefits of customers, such as word of mouth. Brings into discussion the idea that how customers are managed, links to their profitability. Describes how financial portfolio analysis and theory apply to marketing and how, their application to marketing relates to the optimisation of marketing spend.
This Book was ranked at 38 by Google Books for keyword Processes Infrastructure Customer Relations Business Money.
Book ID of Managing Customers Profitably's Books is 6KUBElpFz_8C, Book which was written byLynette Ryalshave ETAG "FhFaDZVcYZE"
Book which was published by John Wiley & Sons since 2009-01-22 have ISBNs, ISBN 13 Code is 9780470742365 and ISBN 10 Code is 0470742364
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Book which have "384 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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