by Don Peppers, Martha Rogers · Crown Business · tapa dura · ISBN 9780385510301
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«Return on Customer» is the business essay by Don Peppers and Martha Rogers, published by Crown Business in hardcover (304 pages, in English).
The book argues that profitability should not be measured only by the period's profit, but also by the change in the value of the customer base. It proposes Return on Customer (ROC) as a metric that combines both aspects and explains how to apply it to strategy, marketing, and product development to create sustainable value.
First edition published in June 2005.
For executives and strategy leaders interested in measuring customer value and long-term profitability.
Don Peppers is an American advertising executive, author, and was a founding partner of Peppers & Rogers Group.
