Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy by Valarie a. Zeithaml, Roland T. Rust, Katherine N. Lemon

Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy

Valarie a. Zeithaml, Roland T. Rust, Katherine N. Lemon

304 pages • missing pub info (view editions)

nonfiction business economics informative medium-paced
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In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketin...

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