Marketing Analysis Toolkit: Customer Lifetime Value Analysis Harvard Case Solution & Analysis

Customers are gradually being viewed as assets that bring value to the business. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and link it to three customer strategies companies apply: advantage acquisition - attracting new customers to the company, asset maximization - optimizing the value the company expresses from every customer, and asset retention - keeping existing customers for the long term.

The note provides the students a foundation for investigating marketing cases, as well as providing an analytical structure and procedure for completing a marketing plan. A free Excel worksheet which contains sample problems and construct Excel models to calculate customer lifetime value that accompanies the note.

PUBLICATION DATE: July 27, 2010 PRODUCT #: 511029-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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