Customers as Market-based Assets

Customers as Market-based Assets

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This dissertation focuses on customer management based on financial outcomes. By applying financial insight to customer data, the research presented here provides a new understanding of the value of customers to the firm, and offers new practical ways of managing the customer value. Using the common thread of customer relationship management, this research explores new ways of linking the customer value to the financial performance and shareholder value. Using cash flow, which is an unbiased measure of performance, one is able to draw new insights that were overlooked by researchers focusing on revenue or profitability only.CHAPTER 5: FINAL CONCLUSIONS AND FINDINGS OVERVIEW Customer relationship management is an integral part of ... Essay 1: Managing Customer Relationships Upon surveying the main trends and issues in the customer relationshipanbsp;...

Title:Customers as Market-based Assets
Author:Crina O. Tarasi
Publisher:ProQuest - 2008


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