Book | 2005

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

by Sunil Gupta and Donald R. Lehmann

Keywords: Management; Customers; Investment; Strategy; Value;

Citation:

Gupta, Sunil, and Donald R. Lehmann. Managing Customers as Investments: The Strategic Value of Customers in the Long Run. Wharton School Publishing, 2005. (2006 winner of the annual Berry-AMA book prize for the best book in marketing.)