Метрики потребительской ценности (часть 2)
Бусакка Б., Костабиле М., Анкарани Ф.


Статья посвящена анализу и методикам измерения потребительской ценности, предлагаемой компаниями своим клиентам. Авторы освещают ее критически важную роль на корпоративном рынке, изучают связь между способностью компании управлять созданием потребительской ценности и достигнутыми благодаря лояльности потребителей финансовыми и экономическими результатами.


Понимание ценности для клиента: концептуальная основа;
Цепочка создания потребительской ценности: качественный подход к анализу;
Методы качественного анализа, позволяющие описать цепочку создания потребительской ценности;
Применение метода «лестницы»;

Ключевые слова: потребительская ценность, атрибуты ценности, структура ценности, затраты, выгоды, интервью «лестница»
Журнал: «Клиентинг и управление клиентским портфелем» — №2, 2012 (© Издательский дом Гребенников)
Объем в страницах: 13.
Кол-во знаков: около 20,932.

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Бусакка Бруно

Профессор корпоративной экономики и менеджмента, директор курса бизнес-администрирования и менеджмента в университете Боккони, директор корпоративного департамента, член правления Школы бизнес-администрирования Школы менеджмента Боккони.

г. Милан, Италия

Другие статьи автора 4

Костабиле Микеле

г. Милан, Италия

Профессор маркетинга университета Калабрии и Школы бизнес-администрирования Школы менеджмента Боккони .

Другие статьи автора 4

Анкарани Фабио

Профессор маркетинга университета Болоньи, директор департамента маркетинга Школы бизнес-администрирования Школы менеджмента Боккони.

г. Милан, Италия

Другие статьи автора 4