Managing Customer Value:One Step at a Time

Dilip Soman and Sara N-Marandi
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Dilip Soman: University of Toronto, Canada
Sara N-Marandi: Google

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: How do you take an individual who has never done business with your organization and gradually transform them into the best possible customer? How do you decide how much to spend on various marketing actions? How do you think about the pricing decision with a view to optimizing the value of your customers as assets? Where do you start, what tools do you use, and what heuristics are useful in making these decisions? This book attempts to answer questions such as these. The one-sentence summary of the answer, though, is simple — hold the individual's hands and walk them up a value ladder, one step at a time.

Keywords: Marketing; Marketing Framework; Marketing Value; Behavioural Economics; Customer Behaviour; Customer Value; Organization Value; Value Ladder (search for similar items in EconPapers)
JEL-codes: M00 M31 (search for similar items in EconPapers)
Date: 2022
ISBN: 9789811240799
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Citations: View citations in EconPapers (1)

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