Customers are increasingly treated as assets that bring value to the company. Customer lifetime value is a metric that allows managers to understand the total cost of the customer base and take it to three customer strategies firms employ: asset acquisition - attracting new customers to the firm, the maximization of assets - maximizing the value of the firm extracts from each customer and asset retention - retention of existing customers for the long term. The note gives students a framework for analyzing marketing cases, as well as providing an analytical framework and processes to complete a marketing plan. The note by the free sheet Excel, which contains sample problems, ready Excel model to calculate customer value life, and charts and graphs to help visualize the results. "Hide
by Thomas Steenburgh, Jill Avery 9 pages. Publication Date: July 27, 2010. Prod. #: 511029-PDF-ENG
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