Publications
Publications
- 2005
Managing Customers as Investments: The Strategic Value of Customers in the Long Run
By: Sunil Gupta and Donald R. Lehmann
Keywords
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.)