商品敘述：

Now featuring updated suggested and featured reading sections and new Test Bank questions. This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer''s profitability or customer lifetime value (CLV). Historically, marketing managers have focused on providing value to customers, while largely ignoring the value they could get from customers. Realizing that customer lifetime value is a more important metric than simply increasing sales or market share, many companies are beginning to understand how the viability of their businesses is tightly linked to acquiring, retaining, and developing the right customers. The Reading includes three Interactive Illustrations: Margin Multiple, Customer Lifetime Value Calculator, and Expected Customer Lifetime. For classroom use in higher education, this Reading is accompanied by a Teaching Note, test bank, and exhibit slides.

涵蓋領域：

Customer lifetime value;Customer experience;Sales and marketing

相關資料：

, (8163), 3p, by Sunil Gupta;
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