Customer Management (Growth, Value and Loyalty)

In an era where sustainability and digital disruption redefine the rules of business, how do companies create lasting value while navigating complexity and fierce competition? The book offers a comprehensive roadmap for mastering modern marketing's most critical challenge: placing customers at the heart of strategy. This authoritative textbook bridges theory and practice, exploring how firms can leverage big data, AI, and omnichannel engagement to understand customer needs, build trust, and foster loyalty that drives sustainable profitability. From measuring customer lifetime value and designing effective loyalty programs to harnessing digital platforms for co-creation and personalized experiences, the authors integrate financial rigor with behavioral insights. Rich with real-world examples— from Nike's AI-driven innovation to Amazon's predictive analytics— this book equips readers with frameworks to transform marketing from a cost center into a strategic engine of growth, balancing shareholder returns with environmental and social responsibility in today's dynamic marketplace.