Managing Customers as Investments
The Strategic Value of Customers in the Long Run
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In Managing Customers as Investments, business professors Sunil Gupta and Donald R. Lehmann offer a set of tools that shows you the correlation between your customer assets and the value of your firm. They explain the triggers that drive this value, and how to better manage your customers and, as a result, your shareholders’ wealth. They unlock the metrics, show you where you are and where you’re going, and provide you with the tools and tips to make your customer-related efforts more efficient.
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