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Using Customer Relationship Management to Analyze the Lifetime Value of a Customer Case Solution & Answer

This technical note provides an update on the use of customer data in marketing organizations and how the calculations of the costs of customer acquisition information are made. The concept of customer lifetime value is introduced and provides examples of how it is calculated and how it’s used. If desired, this reading is a good preparation for students completing the exercise Kellogg “Maru Batting Center: Customer Lifetime Value,” Case # 3-112-003.
by
Julie Hennessy,
Evan Meagher
Source: Kellogg School of Management
9 pages.
Release Date: October 25, 2012. Prod #: KEL695-PDF-ENG
Using customer relationship management to analyze the lifetime value of a customer solution case

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