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Managing Customers for Profit

Managing Customers for Profit PDF Author: V. Kumar
Publisher: Pearson Prentice Hall
ISBN: 0132352214
Category : Business & Economics
Languages : en
Pages : 318

Book Description
Leading marketing expert V. Kumar shows how to use Customer Lifetime Value (CLV) to target customers with higher profit potential...manage and reward existing customers based on their profitability...and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources for maximum effectiveness...pitching the right products to the right customers at the right time...determining when a customer is likely to leave, and whether to intervene...managing multichannel shopping...even calculating a customer's referral value.
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