Managing Customers as Investments: The Strategic Value of Customers in the Long Run
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What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge?Managing Your Customers as Investmentshas the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.
LF/462523/R
Data sheet
- Name of the Author
- Donald
Gupta
Lehmann
Sunil - Language
- English
- ISBN
- 9780131428959
- Release date
- 2005
