Author: Sunil Gupta, Donald Lehmann
Publisher: Wharton School Publishing
Pages: 224
Language: English
ISBN: 131428950
Description: Its more important than ever for companies to objectively assess the value of their customers. But conventional measures of \customer lifetime value\ haven been linked to overall business value and haven been useful to senior managers. Managing Customers as Investments overcomes both shortcomings. Through practical examples and case studies, youll learn a rigorous yet simple approach to estimating the lifetime value of your customers¿and how you can use that information to make better tactical and strategic decisions. Youll learn how customer value calculations impact customer acquisition, service, retention, and segmentation¿as well as strategic M&A and alliance decisions. Whether you
e a CxO, line-of-business manager, marketer, analyst, or investor, Managing Customers as Investments will help you focus your resources where theyll deliver maximum value.
Price: $20.45
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