Managing Customers as Investments: The Strategic Value of...

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Managing Customers as Investments: The...

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

Name: Managing Customers as Investments: The Strategic Value of Customers in the Long Run
ISBN: 9780131428959

Gupta, Sunil, Lehmann, Donald

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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.

种类:

Business & Economics - Management & Leadership

年:

2005

出版社:

Wharton School Publishing

语言:

english

ISBN 10:

0131428950

ISBN 13:

9780131428959