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Customer Profitability
Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil
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Customer Profitability
Farris, Paul W.; Pfeifer, Phillip E.; Bendle, Neil Technical Note M-0718 / Published June 24, 2005 / 15 pages. Collection: Darden School of Business
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Product Overview

This technical note defines, describes, and illustrates the most common metrics marketers used to monitor and manage customer relationships. Among the metrics covered are customer counts, recency, retention rates, customer profitability, and customer lifetime value.




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  • Overview

    This technical note defines, describes, and illustrates the most common metrics marketers used to monitor and manage customer relationships. Among the metrics covered are customer counts, recency, retention rates, customer profitability, and customer lifetime value.

  • Learning Objectives

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