MANAGING CUSTOMERS AS INVESTMENTS - THE STRATEGIC VALUE OF CUSTOMERS IN THE LONG RUN

For courses in customer relationship management, consumer behavior, organizational theory, marketing strategy, and customer service.   Through practical examples and case studies, Gupta links 'customer lifetime value' to overall business value and makes this useful to senior managers. Learn a rigorous yet simple approach to estimating the lifetime value of customers -- and using that information for both tactical and strategic management decision-making.