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Sunil Gupta and Donald R. Lehmann
MANAGING CUSTOMERS AS INVESTMENTS
Treat your customers like long-term assets—maximize their lifetime value to drive sustainable growth and profit.
Master Marketing strategies from the world's leading business books!
Core Biz Category:
Marketing
What Will You Learn?
Customer lifetime value should drive every marketing and service decision – MANAGING CUSTOMERS AS INVESTMENTS shows how to maximize customer asset returns.
This comprehensive customer value summary and main ideas explain:
- CLV Calculation - Quantify future profit streams from customer relationships accurately
- Investment Allocation - Spend acquisition and retention budgets based on projected returns
- Portfolio Management - Balance customer segments like financial assets for optimal returns
- Value Enhancement - Increase customer profitability through cross-selling and cost reduction
The hidden gem: Companies can increase profits 25-95% by retaining just 5% more customers annually.
Invest wisely with Click.Apply.Grow™: Calculate CLV for top segments tomorrow. Reallocate budgets by return. Track value growth monthly. Customer-investment focused companies achieve 37% higher profitability.
Customers aren't costs. They're assets.
About the Author
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