Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty
"To manage and sustain profitability over the long term, companies need to define and execute the right marketing strategies and measure their results against the right yardstick. Dozens of metrics are available, but one is most crucial: Customer Lifetime Value (CLV)-defined as the net present...
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| Autor principal: | |
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| Formato: | Livro |
| Idioma: | inglês |
| Publicado em: |
New Delhi
Pearson Education India Pvt. Ltd.
2008
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| Resumo: | "To manage and sustain profitability over the long term, companies need to define and execute the right marketing strategies and measure their results against the right yardstick. Dozens of metrics are available, but one is most crucial: Customer Lifetime Value (CLV)-defined as the net present value of future profits from each customer, in Managing Customers for Profit, leading marketing innovator, V. Kumar reveals how to establish forward-looking marketing strategies based on CLV and use them to manage both customer relationships and profitability simultaneously." |
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| Descrição Física: | xx, 296 p. |
| ISBN: | 9788131719800 |