Managing customers as investments the strategic value of customers in the long run - Gupta, Sunil 1958-; Lehmann, Donald R. (Upper Saddle River, NJ Wharton School Publishing, 2005)
CHAPTER 1 CUSTOMERS ARE ASSETS -- CHAPTER 2 THE VALUE OF A CUSTOMER -- CHAPTER 3 CUSTOMER-BASED STRATEGY -- CHAPTER 4 CUSTOMER-BASED EVALUATION -- CHAPTER 5 CUSTOMER-BASED PLANNING -- CHAPTER 6 CUSTOMER-BASED ORGANIZATION
Includes bibliographical references (p. 187-198) and index.
Keywords: Customer relations; Relationship marketing; Marketing -- Management