Customer Value-centered Management
Understanding and Leveraging Value-to-Value, Pricing, Big Data, and Controlling
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Beschreibung
This book explores Customer Value-centered Management as a modern corporate approach, emphasizing its dual nature: data-driven yet comprehensive. Facing heightened time pressure and uncertainty, management grapples with decision-making challenges amidst VUCA conditions. While complexity rises, tools like big data and AI offer decision-making solutions. Customer centricity, epitomized by Amazon's success, emerges as pivotal, with customer value serving as the linchpin in relationship marketing. Authors advocate an integrated "value-to-value segmentation" approach, reconciling customer and company perspectives. They caution against simplistic interpretations of value-based pricing, stressing the need for holistic consideration of customer benefit, pricing, and costs.
This book explores Customer Value-centered Management as a modern corporate approach, emphasizing its dual nature: data-driven yet comprehensive. Facing heightened time pressure and uncertainty, management grapples with decision-making challenges amidst VUCA conditions. While complexity rises, tools like big data and AI offer decision-making solutions. Customer centricity, epitomized by Amazon's success, emerges as pivotal, with customer value serving as the linchpin in relationship marketing. Authors advocate an integrated "value-to-value segmentation" approach, reconciling customer and company perspectives. They caution against simplistic interpretations of value-based pricing, stressing the need for holistic consideration of customer benefit, pricing, and costs.
Integrates the two customer value perspectives of the customers and company Creates an understanding of the interaction between the core functions of customer benefit, pricing, and costs Shows that customer value-centered management requires a changed approach in corporate management
Autor*in
Andreas Krämer
Themen in »Customer Value-centered Management«
Customer Centricity Relationship Marketing Data-driven Management CRM Value-to-the-Customer Customer life-cycle Holistic management Customer need assessment Pricing Controlling Big Data VUCA