Nurturing the Right Customers - Short-term models of profitability often give short shrift to customers, without whom any business is doomed to failure. By concentrating on measuring and improving Customer Lifetime Value (CLV), companies can help ensure that they focus their marketing dollars on the most profitable customers and avoid spending on those who cost too much and return too little.
| Year of publication: |
2009
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|---|---|
| Authors: | Kumar, V. ; Rajan, Bharath |
| Published in: |
Strategic finance : leadership strategies in accountants and financial professionals. - Montvale, NJ : Institute of Management Accountants, ISSN 0025-1690, ZDB-ID 14706659. - Vol. 91.2009, 3, p. 26-33
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