EBK MARKETING
13th Edition
ISBN: 8220102019867
Author: Kotler
Publisher: YUZU
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Chapter 1, Problem 1.13MA
Summary Introduction
Case summary:
Many marketers are unable to determine how long a customer can stay with them. This can be simply determined using the
Introduction:
Customer lifetime value or CLV is a tool to determine the relationship with the customers. This helps the company in making decision on production, marketing, sales, and customer support.
To determine: The customer lifetime value.
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