Customer Management

Growth, Value and Loyalty

Giuseppe Bertoli, Cristian Chizzoli, Bruno Busacca, Kurt Munz

• Publisher: EGEA Spa - Bocconi University Press
• Year: 2026
• Topic: Business
• eBook ISBN:
  9791281627758
• Subtopic: Marketing Research
• Index: Business

Master customer-centric strategies that drive sustainable growth, loyalty, and competitive advantage in the digital age— essential reading for marketing professionals and business leaders. In today's hyper-competitive marketplace, understanding and creating value for customers isn't optional— it's the cornerstone of survival. Customer Management: Growth, Value and Loyalty by Bruno Busacca, Giuseppe Bertoli, Cristian Chizzoli, and Kurt Munz delivers a comprehensive framework integrating sustainability imperatives, digital transformation, and data-driven insights to build enduring customer relationships. From calculating Customer Lifetime Value and Net Marketing Contribution to leveraging artificial intelligence for personalization and omnichannel marketing, this textbook bridges rigorous theory with actionable practice. Readers gain tools to measure customer satisfaction gaps, design loyalty programs, optimize pricing strategies, and harness big data analytics to close the perception gap between what firms offer and what customers truly value. What distinguishes this work is its holistic approach: marketing emerges not as advertising alone but as a strategic linchpin orchestrating value creation across segmentation, targeting, positioning, and the marketing mix. The authors explore brand purpose and stakeholder value, emphasizing that profitability and social responsibility are inseparable. Advanced topics include behavioral economics, conjoint analysis, Quality Function Deployment, and AI-powered brand management, equipping professionals to navigate complexity with agility. Case studies spanning B2B and B2C contexts illustrate how firms like Nike, Amazon, and Peloton succeed by embedding customer centricity into every process. Can your organization transform fleeting transactions into loyal advocacy? Will you harness digital ecosystems to co-create value, or risk obsolescence as competitors outpace you with smarter segmentation and dynamic pricing? The answers lie within these pages. Perfect for fans of Philip Kotler's Marketing Management, Peter Fader's Customer Centricity, and readers who appreciated Don Peppers and Martha Rogers' The One to One Future— this is the definitive guide for MBA students, CRM strategists, and business leaders committed to mastering customer relationship management in 2025 and beyond.

Table of contents

• Cover
• Description
• Biography
• Title
• Copyright
• Table of Contents
• Introduction
• 1. Marketing, sustainability, and value creation
• 2. The value for the customer
• 3. Customer centricity
• 4. Customer relations
• 5. Digital marketing
• References