Book Brief: Customer Equity
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Customer Equity: Building and Managing Relationships as Valuable Assets
by Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas
Harvard Business School Press, 2001
432 pages, $29.95
Professors Blattberg and Thomas, together with consultant Getz, provide a unifying framework and a method for measuring the potential profitability of each customer to the company. The book, which is aimed at IT professionals and senior executives, outlines strategies in four areas: balancing customer acquisition, retention and add-on selling; managing the customer life cycle; exploiting the power of databases; and precisely quantifying customer value.