Faculty News | | 01 Jan 2007
Berry-AMA Book Prize, American Marketing Association
Re: Sunil Gupta
Managing Customers as Investments: The Strategic Value of Customers in the Long Run (Wharton School Publishing), coauthored by Sunil Gupta, the School's Edward W. Carter Professor of Business Administration, has received the 2006 Berry-AMA Book Prize from the American Marketing Association as the best book in marketing reviewed that year. According to the AMA, the book brings together both customer and financial views of marketing, demonstrating a rigorous yet simple approach to measuring the value of customers, and explaining how the results can be used to improve marketing decisions and return on investment.

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