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Managing Customer Value:One Step at a Time

Author

Listed:
  • Dilip Soman

    (University of Toronto, Canada)

  • Sara N-Marandi

    (Google)

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.

Suggested Citation

  • Dilip Soman & Sara N-Marandi, 2022. "Managing Customer Value:One Step at a Time," World Scientific Books, World Scientific Publishing Co. Pte. Ltd., number 12382.
    • Handle: RePEc:wsi:wsbook:12382
    as

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    File URL: https://www.worldscientific.com/worldscibooks/10.1142/12382
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    Citations

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    Cited by:

    1. Aujla, Navneet & Frost, Helen & Guthrie, Bruce & Hanratty, Barbara & Kaner, Eileen & O'Donnell, Amy & Ogden, Margaret E. & Pain, Helen G. & Shenkin, Susan D. & Mercer, Stewart W., 2023. "A comparative overview of health and social care policy for older people in England and Scotland, United Kingdom (UK)," Health Policy, Elsevier, vol. 132(C).

    More about this item

    Keywords

    Marketing; Marketing Framework; Marketing Value; Behavioural Economics; Customer Behaviour; Customer Value; Organization Value; Value Ladder;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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