Maru Batting Center: Customer Lifetime Value Harvard Case Solution & Analysis

This exercise is one in a series intended to help pupils learn how to perform financial calculations in advertising contexts. She lacked a marketing foundation, although she had a profound understanding of her customers and of the game.

She had recently signed up for a hosted customer relationship management service that will enable her to monitor the cost of acquiring and serving each of her four primary customer segments. She could evaluate which portion to target in the subsequent year. The exercise illustrates the exploitation of calculations of retention rates, customer acquisition price, and client lifetime value in deciding between market segments and various choices for activities to get customers.

PUBLICATION DATE: October 25, 2012 PRODUCT #: KEL688-PDF-ENG

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

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