Managing Customers for Profit

Download or read book Managing Customers for Profit written by V. Kumar and published by Pearson Prentice Hall. This book was released on 2008 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Leading marketing expert V. Kumar shows how to use Customer Lifetime Value (CLV) to target customers with higher profit potential...manage and reward existing customers based on their profitability...and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources for maximum effectiveness...pitching the right products to the right customers at the right time...determining when a customer is likely to leave, and whether to intervene...managing multichannel shopping...even calculating a customer's referral value.