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Item Details
| Title:
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MANAGING CUSTOMERS AS INVESTMENTS
THE STRATEGIC VALUE OF CUSTOMERS IN THE LONG RUN |
| By: |
Sunil Gupta, Donald R. Lehmann |
| Format: |
Paperback |
| List price:
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£29.49 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0132161613 |
| ISBN 13: |
9780132161619 |
| Publisher: |
PEARSON EDUCATION (US) |
| Pub. date: |
19 January, 2005 |
| Pages: |
224 |
| Synopsis: |
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. |
| Publication: |
US |
| Imprint: |
Prentice Hall |
| Returns: |
Returnable |
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