This technical note provides an update on the use of customer data in marketing organizations and discusses how calculations of customer acquisition costs are made. It introduces the concept of customer lifetime value and provides examples of how it is calculated and how it is used. If desired, this reading is good preparation for students completing the Kellogg exercise "Maru Batting Center: Customer Lifetime Value," Case #3-112-003.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-KEL695

発行日：2012/10/25

登録日：2016/1/6