Customer value creation. Theory and practice

Opis książki:

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Customer value creation for the enterprise is currently an important objective for enterprises striving to increase their value. The concept of managing customer value is applied ever more extensively in practice; enterprises, which apply it are attaining ever better economic returns, and this attracts investors, staff and new buyers.

The concept of managing customer value is dynamic in nature. On the one hand there is the idea of managing value to the customer, extending value offers directed by enterprises to their customers, and on the other hand, there is ever more extensive use made of methods to measure the value represented by customers to enterprises and strategies fine?tuned to increase the value of customers. Application of the concept in practice confirms not only its usefulness in managing the increase of enterprise value, but also its usefulness from the perspective of measuring returns on investment; financial measures of customer value reflect effectiveness of efforts undertaken within the enterprise.

Managing customer value is at the roots of contemporary marketing management, and at the same time serves an integrating role in applying all the latest business management methods, that is process management, innovation management, knowledge management, flexibility of operation, projects management and confidence.

The book was compiled as result of empirical surveys as well as global and Polish literature studies, conducted within the community centred on Warsaw School of Economics (SGH) Chair of Division Customer Value. Such research indicated that enterprises appreciate the role and place of customer in business management, but at the same time are just starting on the way of managing customer value, which can be instrumental to building up enterprise value. The book represents also own analyses of the authors connected with practical considerations and with needs of students at various levels of economic education.

Książka "Customer value creation. Theory and practice" - Barbara Dobiegała-Korona, Piotr Masiukiewicz - oprawa twarda - Wydawnictwo Szkoła Główna Handlowa w Warszawie. Książka posiada 211 stron i została wydana w 2012 r.