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What Are Your Customers Really Worth?

March 1, 2007 /

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In their book titled, Managing Customers as Investments: The Strategic Value of Customers in the Long Run (Wharton School Publishing), authors Sunil Gupta and Donald R. Lehmann offer practical examples and case studies to help companies estimate the lifetime value of their customers. That information, the authors suggest, can then be used to make better strategic decisions about customer acquisition, service, retention and segmentation. Knowledge@Wharton has excerpted a section of the book below.

Full Story: http://knowledge.wharton.upenn.edu/article.cfm?articleid=1671&specialid=63&CFID=3789949&CFTOKEN=78506819

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