Chapter 1—An Overview of Marketing

Lifetime value analysis is a data manipulation technique that projects the future value of the customer over a period of years using the assumption that marketing to repeat customers is more profitable than marketing to first-time buyers. PTS: 1 REF: 300 OBJ: 19-6 TYPE: Comp TOP: AACSB Reflective Thinking| TB&E Model Strategy. 59. ................
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