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Managing Customers as Investments

The Strategic Value of Customers in the Long Run

Managing Customers as Investments by Sunil Gupta
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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.

Pearson Education; January 2005
224 pages; ISBN 9780131951921
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Title: Managing Customers as Investments
Author: Sunil Gupta; Donald Lehmann
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