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Managing Customers as Investments: The Strategic Value of Customers in the Long Run 

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Praise for Managing Customers As InvestmentsGupta and Lehmann have brilliantly brought together the customer and financial views of marketing. Astonishingly, many companies struggle to recall that cash comes from customers and that marketing is the sourcing and harvesting of that cash. Gupta and Lehmann provide the theory and practice for marketers and CFOs alike. Bravo!--Tim Ambler, London Business School and author, Marketing and the Bottom Line, Second EditionThis book proves the adage that nothing is as practical as a good theory. The concept of lifetime value of a customer is presented in a straightforward and very practical way that will be extremely useful to marketers who are charged with improving financial accountability and managing ROI. It gives the reader enough information to get started with readily available data to understand how to think about and how to take action on customer management issues. The notion that it' s better to be ' vaguely right, than precisely wrong' is just the right thing for companies that know they need to move on these issues but are struggling to get results. I strongly recommend this book for marketers who want to get more effective at customer management. The methods introduced in this book are important building blocks for a long-term testing and learning process to improve business performance.--Gordon Wyner, Executive Vice President, North American Strategy, Millward Brown, Inc.Chair, Executive Committee, Marketing Science InstituteGupta and Lehmann have written a rigorous, yet practical, guide to a complex and important area of timely importance to all senior executives; namely, how to manage customers profitably. This book shows effectively that the responsibility for managing customers is a cross-enterprise responsibility.--Anil Menon, Vice PresidentIBM Marketing Strategy and Worldwide Marketing ManagementFor all those managers


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