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"Золотые" покупатели. Стоят ли клиенты тех денег, что вы на них тратите?

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Гупта Сунил, Леманн Дональд Р.

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The famous Pareto rule says that 20% of customers bring 80% of the income. However, traditional measures of "lifetime customer returns" are not very useful for decision making.
This book offers a clear methodology for calculating customer value. This factor, according to the authors, should form the basis of the company's marketing strategy. Their work is not a theoretical work, but a convenient practical tool designed to increase the company's profits. You'll learn how customer yield calculations impact customer acquisition, service, retention, and customer segmentation, as well as strategic M&A decisions.

The publication is addressed to company executives, strategic development managers, marketing and branding specialists, analysts, investors.

Data sheet

ISBN 5-469-01183-6
Publisher Питер
Publication date 2007
Number of Pages 208
Bookbinding Твердый

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