Table of Contents

Handbook of Marketing Strategy

Handbook of Marketing Strategy

Elgar original reference

Edited by Venkatesh Shankar and Gregory S. Carpenter

This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing.

Chapter 7: Customer Lifetime Value Management: Strategies to Measure and Maximize Customer Profitability

V. Kumar and Bharath Rajan

Subjects: business and management, marketing, strategic management


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