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Managing Customers as Investments: The Strategic Value of Customers in the Long Run - , Donald R. Lehmann


What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has th



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Managing Customers as Investments: The Strategic Value of Customers in the Long Run - , Donald R. Lehmann


What's a customer really worth? Can you find out, without endlesslycomplex modeling? And once you know, what should you do with thatknowledge? Managing Your Customers as Investments has th