Manage your customer portfolio for maximum lifetime value how converting customers to closer relationships, leveraging them, and defending them can drive future revenue and lower costs

Setting goals regarding relationship conversion, leverage, and defense can drive future revenue and lower costs, but this work requires a clear understanding of the heterogeneity of customer needs and economies of scale as they emerge over time. To inform and act upon this understanding, companies n...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Selnes, Fred (VerfasserIn), Johnson, Michael D. (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	[Cambridge, Massachusetts] MIT Sloan Management Review 2022
Ausgabe:	[First edition].
Schlagworte:	Customer relations > Management Marketing > Management Customer loyalty Marketing ; Gestion Consommateurs ; Fidélité Customer relations ; Management Marketing ; Management
Online-Zugang:	lizenzpflichtig
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