Managing Customers for Profit

Managing Customers for Profit

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Leading marketing expert V. Kumar shows how to use Customer Lifetime Value (CLV) to target customers with higher profit potential...manage and reward existing customers based on their profitability...and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources for maximum effectiveness...pitching the right products to the right customers at the right time...determining when a customer is likely to leave, and whether to intervene...managing multichannel shopping...even calculating a customer's referral value.Furthermore, Capital One set up a customer data warehouse that has an unmatched ability to mine any customera#39;s ... call-routing system automatically rattles out three attractive counteroffers that the customer service representative can use toanbsp;...

Title:Managing Customers for Profit
Author: V. Kumar
Publisher:Pearson Prentice Hall - 2008

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