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Spreadsheet supplement for case number 101019.

Spreadsheet supplement for case number 101072.

Spreadsheet supplement for case number 101092.

Spreadsheet supplement for case number 102030.

Spreadsheet supplement for case number 102070.

Spreadsheet supplement for case number 104073.

Spreadsheet supplement for case number 104086.

Spreadsheet supplement for case number 105010.

Spreadsheet supplement for case number 189084.

Spreadsheet supplement for case number 801458.

Spreadsheet for case UV6277

Spreadsheet supplement for case number 100027.

Spreadsheet supplement for case number 100055.

Spreadsheet supplement for case number 800147.

Spreadsheet Supplement for 4226.

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, prebuilt Excel models to calculate customer lifetime value, and charts and graphs which help visualize the results.

Spreadsheet for case UV5738

Spreadsheet for product 9B06N002.

Spreadsheet for product 9B06N004.

Spreadsheet for product 9B06N006.