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HBSWK Book Report: Managing Customers as Investments: The Strategic Value of Customers in the Long Run

	January 01, 2006
	HBS Working Knowledge
	Managing Customers as Investments : The Strategic Value of Customers in the Long Run by Sunil Gupta, Donald Lehmann
	Explains the rationale behind customer-based valuation, describes measurement tools for important but intangible sources of earnings, and presents a measurement tool for �customer lifetime value� read more