EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 8220103613774
Author: Armstrong
Publisher: YUZU
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Chapter 1, Problem 1.14AC
Summary Introduction
Case summary:
Many marketers are unable to determine how long a customer can stay with them. This can be simply determined using the
Introduction:
Customer lifetime value or CLV is a tool to determine the relationship with the customers. This helps the company in making decision on production, marketing, sales, and customer support.
To determine: The various ways the marketers can increase the lifetime value of the customer.
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