Research Archive

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

Donald Lehmann, Sunil Gupta

Publication type: Book

Research Archive Topic: Marketing

Abstract

What's a customer really worth? Can you find out, without endlessly complex modelling? And once you know, what should you do with that knowledge? Managing Customers as Investments has the answers. You'll learn simple ways to get reliable customer value information - in a form you can use. You'll discover how to use it to measure marketing effectiveness, generate improvements throughout the entire customer relationship lifecycle, and improve decision making. Everyone tells you to manage your business around customers. This book tells you how to do it.
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Citation

Donald Lehmann, and Sunil Gupta. Managing Customers as Investments: The Strategic Value of Customers in the Long Run. Philadelphia: Wharton School Publishing, 2005.


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