The Customer Asset

<p>This book delves into the concept of customers as financial assets,&nbsp;explaining&nbsp;how firms can&nbsp;assess&nbsp;investments in customer relationships. The&nbsp;authors present&nbsp;the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with&nbsp;marketers,&nbsp;accountants,&nbsp;and&nbsp;all managers&nbsp;eager to demonstrate<b>&nbsp;</b>customers' financial worth to the organization.<br> <br> </p><br><p></p>