Managing Customers as Investments: The Strategic Value of Customers in the Long Run PDF (Adobe DRM) download by Sunil Gupta

Managing Customers as Investments: The Strategic Value of Customers in the Long Run

Prentice Hall
Publication date: April 2011
ISBN: 9780131951921
Digital Book format: PDF (Adobe DRM)

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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 Investments has 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.

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