Managing Customers Profitably by Lynette Ryals
Look inside with Google Book Preview
Managing Customers Profitably
By Lynette Ryals

Managing Customers Profitably

By (author) See other recent books by Lynette Ryals
Format: Hardback

Normal Price: $71.95
Your Price: $64.76 AUD, inc. GST
Shipping: $7.95 per order
You Save: $7.19! (10% off normal price)
Plus...earn $3.24 in Boomerang Bucks
Availability: Available Available to Backorder, No Due Date for Supply

Managing Customers Profitably by Lynette Ryals

Book Description

This book is a response to a need in the market place in the fast-growing field of customer profitability analysis and the profitable management of customer relationships. It combines innovative approaches to calculating the value of customers, with the management strategies necessary to make and keep customers profitable. It includes easy-to-follow instructions on how to calculate customer profitability, including worked examples (non-technical) and discusses strategies and their applications for organizations to manage customers profitably. Based on cases and feedback from the KAM Club and other research, there will be many business-to-business as well as business-to-consumer examples. The book assumes some level of numeracy in its readership. The contents include: Assessing product costs, costs to serve and how these can be estimated, and how to deal with customer-specific overhead costs. It discusses the uses and limitations of the use of customer profitability analysis, and illustrates how to calculate customer lifetime value using two methods, one with actual numbers and one which estimates relative customer lifetime value. Provides an innovative approach to calculating the lifetime value of a customer by taking risk into account. Demonstrates how to recognise and value the relationship benefits of customers, such as word of mouth. Brings into discussion the idea that how customers are managed, links to their profitability. Describes how financial portfolio analysis and theory apply to marketing and how, their application to marketing relates to the optimisation of marketing spend.

Buy Managing Customers Profitably book by Lynette Ryals from Australia's Online Bookstore, Boomerang Books.

Book Details

ISBN: 9780470060636
ISBN-10: 0470060638
Format: Hardback
(249mm x 170mm x 29mm)
Pages: 384
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 27-Nov-2008
Country of Publication: United Kingdom

Books By Author Lynette Ryals


» Have you read this book? We'd like to know what you think about it - write a review about Managing Customers Profitably book by Lynette Ryals and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write a book review

Author Biography - Lynette Ryals

Lynette Ryals MA (Oxon) MBA PhD FSIP Professor of Strategic Sales and Account Management, Cranfield School of Management Lynette has an MA from Oxford, an MBA from International Management Centres (Europe) and a PhD from Cranfield School of Management, where she is Professor of Strategic Sales and Account Management. She is a Registered representative of the London Stock Exchange and is a Fellow of the Society of Investment Professionals. Currently, she is the Director of Cranfield's Key Account Management Best Practice research Club, Director of the Demand Chain Management Community, and a member of the school of Management's governing Executive Board. She is the author of three previous books and a series of highly-regarded academic and managerial papers and reports. Her PhD on the profitable management of customer relationships resulted in a 270% performance improvement for one of the participating organisations.

Boomerang Bucks close

For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.

Recent books by Lynette Ryals close
Key Account Plans by Lynette Ryals
Key Account Plans by Lynette Ryals
» close