The customer has received a fair amount of attention from business leaders and academics in the last decade, and for good reason. While brand focuses on an organisation’s products, there is a solid trend towards emphasising the customer – what they think, feel, say and do. This trend addresses customer psychology and behaviour, instead of customer characteristics, and it includes strategies that create lifetime value, rather than once-off acquisition. Paying attention to the customer sells, again and again, and again...

This book is about customers as market-based assets that can be leveraged to drive shareholder value. It contains the secrets to creating happy customers – and the secrets to keeping them. Based on years of research and experience in both the business and academic arenas, it is the ideal handbook for business leaders, entrepreneurs, and anyone else who understands the importance and the explosive value of the customer.
 
This ebook has been reformatted as a PDF download, available to you as soon as you order it, and is not for resale.