Chapter 4. CUSTOMER-BASED VALUATION
As we hope you believe by now, the value of a customer is a powerful concept. In Chapter 3, we showed how this concept can be used to reshape the thinking of marketing managers in formulating customer-based strategies. Importantly, this concept challenges many of the strongly held views of marketing managers. For example, we showed why market share might be an inappropriate metric for success in many cases. We also highlighted why it is not optimal for a firm to have completely satisfied customers or zero customer defection.
This chapter extends this concept beyond the realm of marketing managers to provide guidelines to CEOs, CFOs, and senior managers for important strategic decisions. Specifically, we illustrate ...
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