Customer Profitability
Farris, Paul W., P...
Customer Profitability
Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil
M-0718 | Published June 24, 2005 | 15 pages Technical Note
Collection: Darden School of Business
Product Details
This technical note defines, describes, and illustrates the most common metrics marketers used to monitor and manage customer relationships. Among the metrics covered are customer counts, recency, retention rates, customer profitability, and customer lifetime value.
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