Managing Customers as Investments: The Strategic Value of Customers in the Long Run eBooks
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 Managing Customers as Investments: The Strategic Value of Customers in the Long Run
By: Sunil Gupta
Joint Author: Donald Lehmann

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Format:  Adobe eBook
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 Managing Customers as Investments: The Strategic Value of Customers in the Long Run 		 

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"It's more important than ever for companies to objectively assess the value of their customers. But conventional measures of ""customer lifetime value"" haven't been linked to overall business value and haven't been useful to senior managers. Managing Customers as Investments overcomes both shortcomings.

Through practical examples and case studies, you'll learn a rigorous yet simple approach to estimating the lifetime value of your customers?and how you can use that information to make better tactical and strategic decisions. You'll learn how customer value calculations impact customer acquisition, service, retention, and segmentation?as well as strategic M&A and alliance decisions.

Whether you're a CxO, line-of-business manager, marketer, analyst, or investor, Managing Customers as Investments will help you focus your resources where they'll deliver maximum value.

Key takeaways include

  • Customers are assets
  • How to calculate the value of customers in a simple way
  • How the value of customers provides the basis for marketing strategy and planning
  • The importance of balancing the value of the customer to the firm with the value the firm provides to the customer
  • How to use the value of the customer as a basis for firm valuation and M&A decisions
  • The implications for organization and incentive structure and the limitations of product and brand management
  • How to link customer value to business value
  • Practical techniques for CxOs, line-of-business managers, marketers, financial analysts, and investors
  • How to make better decisions about marketing, partnerships, and organizational structure
  • Easy-to-use metrics and real-world case studies

What your customers are really worth: crucial knowledge for better strategic and tactical decision-making

How can you find out, without endlessly complex modeling? And after you know, what should you do with that knowledge?

Managing Customers as Inves...

Managing Customers as Investments: The Strategic Value of Customers in the Long Run

Sunil Gupta

Donald Lehmann

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