Managing customers as investments : the strategic value of customers in the long run

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. Y...

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Bibliographic Details
Corporate Authors: Safari Tech Books Online (-), Soundview Executive Book Summaries
Other Authors: Gupta, Sunil Author (author), Lehmann, Donald R Contributor (contributor)
Format: eBook
Language:Inglés
Published: [Place of publication not identified] Wharton School Pub 2005
Edition:1st edition
Subjects:
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627184706719
Description
Summary: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.
Item Description:Bibliographic Level Mode of Issuance: Monograph
Physical Description:1 online resource (xvii, 205 p. ) ill
Available also in a print edition
ISBN:9781280755521
9786610755523
9780131951921