個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Marketing Reading: Customer Management
內容大綱
This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or customer lifetime value (CLV). Historically, marketing managers have focused on providing value to customers, while largely ignoring the value they could get from customers. Realizing that customer lifetime value is a more important metric than simply increasing sales or market share, many companies are beginning to understand how the viability of their businesses is tightly linked to acquiring, retaining, and developing the right customers.