Managing Customer Value: One Stage at a Time
affiliation not provided to SSRN
University of Toronto - Department of Marketing
October 20, 2009
MANAGING CUSTOMER VALUE: ONE STAGE AT A TIME, World Scientific, Ocotober 2009
This book is written for an advanced student of business, as well as for the practicing manager, and presents an integrated view of the marketing function. In particular, it focuses on all the activities that a firm engages in to create and manage value, and not just the customer-facing activities. In that sense, it links the traditional views of customer value with the finance, accounting, human resources, organizational behaviour, information technology and operations functions. The content is meant to be prescriptive - it describes a process for value creation and management, yet analytical; theoretical, yet empirically driven. It urges the reader to think about the customer value function to be organized along activities that the firm would like the customers to engage in, not activities that the firm engages in. It presents a framework that is not only conceptually driven but also has a sound mathematical basis.
Number of Pages in PDF File: 4
Keywords: Marketing, Customer ValueAccepted Paper Series
Date posted: April 16, 2010
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