Sara N-Marandi, his colleague - Rotman '08 and Monitor consulting, further delved into the book's focuses:.
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I must admit, their framework gives me much hope and respect for the field and thought leadership in marketing. Particularly, I appreciated their use of math and financial concepts to quantify value of customers as a portfolio of assets and the process for evaluation.
- Managing customer value :one stage at a time /Dilip Soman, Sara N-Marandi. – National Library.
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He spoke about the new changes happening in the marketing industry and how his work has been looking at the relevant trends, primarily the effect of: The internet Data collection and advances in computing Blurring between verticals Growth in services Diversity of people Sara N-Marandi, his colleague - Rotman '08 and Monitor consulting, further delved into the book's focuses: Marketing Math Marketing Capabilities I must admit, their framework gives me much hope and respect for the field and thought leadership in marketing.
It was clear in the presentation of Dilip and Sara that there are some exciting new and valuable insights in their book which I look forward to reading. Posted by Joshua Wong at 5: Newer Post Older Post Home. View my complete profile.
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Please introduce yourself if adding me on LinkedIn. How do you decide how much to spend on various marketing tactics? 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 - 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 individuals hands and walk them through a value chain, one stage at a time. 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.
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- Sara N-Marandi (Author of Managing Customer Value).
- Managing Customer Value - One Stage at a Time (Electronic book text).
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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.
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