[ Tips ] 一分鐘使用導覽
商品編號： 9-511-702 出版日期： 2010/07/28 作者姓名： Steenburgh, Thomas;Avery, Jill 商品類別： Marketing 商品規格： 0p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, prebuilt Excel models to calculate customer lifetime value, and charts and graphs which help visualize the results.
涵蓋領域：
Marketing planning;Marketing strategy;Market segmentation;Customer & client analysis;Metrics;Analytics
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