Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for 9-503-019
Note
-
Reference no. 9-503-019
Prize winner
Subject category: Marketing
Authors:
Published by:
Harvard Business Publishing (2016)
Version:
22 November 2016
Revision date:
05-Feb-2018
Length:
10 pages
Data source:
Published sources

Abstract

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed.

Topics

Customer retention; Direct marketing; Market analysis; Marketing planning; Marketing strategy; Customer relationship management; Value chains; Total customer value; Personalization; New product marketing; Sales
Industry:

Access this item

casecent.re/p/40434
View our pricing guide
or to see prices.

Awards, prizes & competitions

Reviews & usage