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Managing Customers as Investments: The Strategic Value of Customers in the Long Run

Gupta, Sunil; Lehmann, Donald

Verlag: Wharton School Publishing, 2005
ISBN 10: 0131428950 / ISBN 13: 9780131428959
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Titel: Managing Customers as Investments: The ...

Verlag: Wharton School Publishing

Erscheinungsdatum: 2005

Einband: Hardcover

Zustand: New


Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Praise for "Managing Customers As Investments"Gupta and Lehmann have brilliantly brought together the customer and financial views of marketing. Astonishingly, many companies struggle to recall that cash comes from customers and that marketing is the sourcing and harvesting of that cash. Gupta and Lehmann provide the theory and practice for marketers and CFOs alike. Bravo!"--Tim Ambler, London Business School and author, Marketing and the Bottom Line, Second Edition"This book proves the adage that nothing is as practical as a good theory. The concept of lifetime value of a customer is presented in a straightforward and very practical way that will be extremely useful to marketers who are charged with improving financial accountability and managing ROI. It gives the reader enough information to get started with readily available data to understand how to think about and how to take action on customer management issues. The notion that it' s better to be ' vaguely right, than precisely,wrong' is just the right thing for companies that know they need to move on these issues but are struggling to get results. I strongly recommend this book for marketers who want to get more effective at customer management. The methods introduced in this book are important building blocks for a long-term testing and learning process to improve business performance."--Gordon Wyner, Executive Vice President, "North American Strategy, Millward Brown, Inc."Chair, Executive Committee, Marketing Science Institute"Gupta and Lehmann have written a rigorous, yet practical, guide to a complex and important area of timely importance to all senior executives; namely, howto manage customers profitably. This book shows effectively that the responsibility for managing customers is a cross-enterprise responsibility."--Anil Menon, Vice President"IBM Marketing Strategy and Worldwide Marketing. Buchnummer des Verkäufers ABE_book_new_0131428950

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What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has the answers.You'll learn simple ways to get reliable customer value information--ina form you can use. You'll discover how to use it to measure marketingeffectiveness, generate improvements throughout the entire customerrelationship lifecycle, and improve decision-making. Everyone tells youto manage your business around customers. This book gives you the toolsto do it.

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About the Authors

SUNIL GUPTA is Meyer Feldberg Professor of Business at the Columbia Business School, Columbia University, New York. He has also taught at UCLA and the Harvard Business School; conducted seminars and consulted with companies worldwide; appeared on CNN, BBC, and PBS; and been quoted in publications, including The New York Times, The Financial Times, and The Washington Post.

Gupta's expertise is in marketing strategy, pricing, and customer management. He has published extensively on these topics. His research papers have won several awards. He serves on the editorial boards of six journals.

He is the cofounder and president of the EX Group, a strategic consulting group that specializes in customer management. He also served as an academic trustee of the Marketing Science Institute. He holds an MBA from Indian Institute of Management and a Ph.D. from Columbia University.

DONALD R. LEHMANN is George E. Warren Professor of Business at the Columbia Business School, Columbia University, New York. His research interests include modeling individual and group decision-making, empirical generalizations and meta-analysis, the introduction and adoption of new products and innovations, and measuring the value of marketing assets such as brands and customers. He has taught courses in marketing, management, and statistics at Columbia and has also taught at Cornell, Dartmouth, New York University, and the University of Pennsylvania.

Lehmann has published in and served on the editorial boards of several journals and was founding editor of Marketing Letters. His books include Market Research and Analysis, Analysis for Marketing Planning, Product Management, and Meta-Analysis in Marketing.

He served as executive director of the Marketing Science Institute and as president of the Association for Consumer Research. He is the recipient of many awards, including the 2000 Paul D. Converse award and the AMA McGraw Hill-Irwin distinguished marketing educator award. He holds an M.S.I.A. and Ph.D. from the Krannert School of Purdue University.

Gupta and Lehmann, along with Joel Steckel, are coauthors of Marketing Research.

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