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Palgrave Macmillan

The Customer Asset

Understanding and Managing its Value

  • Book
  • © 2023


  • First book to focus on how to treat customer as assets and measure their value
  • Clarifies customer lifetime value to enable firms to boost profits and cut back on unnecessary spending
  • Draws different perspectives together into one customer asset approach
  • 624 Accesses

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About this book

This book delves into the concept of customers as financial assets, explaining how firms can assess investments in customer relationships. The authors present the VARIED framework for quantifying the customer asset, enabling marketers to devise strategies that enhance its value. Crucially, these strategies' advantages can be communicated in financial terms to non-marketers, instilling accountability in marketing and augmenting firm value through well-informed investment decisions. This methodology offers a practical avenue to enact the strategic concept of customer centricity. It will resonate with marketers, accountants, and all managers eager to demonstrate customers' financial worth to the organization.


Table of contents (7 chapters)

Authors and Affiliations

  • Terry College of Business, University of Georgia, Athens, USA

    Neil Bendle

  • Pamplin College of Business, Virginia Tech, Blacksburg, USA

    Shane Wang

About the authors

Neil Bendle is Associate Professor of Marketing in the Terry College of Business at the University of Georgia, USA. He is a fellow of the Association of Chartered Certified Accountants and a director of the Marketing Accountability Standards Board (MASB).

Shane Wang is Professor of Marketing at Virginia Tech Univiersity, USA. His research focuses on artificial intelligence and machine learning techniques with applications in business and social media analytics, firm strategy and management.

Bibliographic Information

  • Book Title: The Customer Asset

  • Book Subtitle: Understanding and Managing its Value

  • Authors: Neil Bendle, Shane Wang

  • Series Title: Palgrave Studies in Marketing, Organizations and Society

  • DOI:

  • Publisher: Palgrave Macmillan Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2023

  • Hardcover ISBN: 978-3-031-47420-0Published: 17 December 2023

  • Softcover ISBN: 978-3-031-47423-1Due: 17 January 2024

  • eBook ISBN: 978-3-031-47421-7Published: 16 December 2023

  • Series ISSN: 2661-8613

  • Series E-ISSN: 2661-8621

  • Edition Number: 1

  • Number of Pages: XIII, 149

  • Number of Illustrations: 2 b/w illustrations

  • Topics: Marketing

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