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Customer Analytics Part II

In: Customer Relationship Management

Author

Listed:
  • V. Kumar

    (Georgia State University)

  • Werner Reinartz

    (University of Cologne)

Abstract

Customer value management rests on the idea of allocating resources differently according to the characteristics of different customers. The basis of this differential resource allocation is the economic value of the respective customer to the firm. Thus, before one can start to manage customers, one must have developed a thorough understanding of how to compute the value contribution each customer makes to a firm. Various economic concepts and procedures have been developed that help us to achieve this. Chapter 5 proceeds to conceptualize strategic metrics of customer value and introduces popular customer selection strategies and techniques to evaluate these strategies.

Suggested Citation

  • V. Kumar & Werner Reinartz, 2018. "Customer Analytics Part II," Springer Texts in Business and Economics, in: Customer Relationship Management, edition 3, chapter 6, pages 101-134, Springer.
    • Handle: RePEc:spr:sptchp:978-3-662-55381-7_6
    DOI: 10.1007/978-3-662-55381-7_6
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