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Book Brief: Customer Equity

By CIOinsight  |  Posted 06-01-2001 Print Email

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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.

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.



 

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