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For courses in customer relationship management, consumer behavior, organizational theory, marketing strategy, and customer service. Through practical examples and case studies, Gupta links 'customer lifetime value' to overall business value and makes this useful to senior managers. Learn a rigorous yet simple approach to estimating the lifetime value of customers -- and using that information for both tactical and strategic management decision-making. Salient Features Through practical examples and case studies, the authors link 'customer lifetime value' to overall business value and makes this useful to senior managers. Learn a rigorous yet simple approach to estimating the lifetime value of customers -- and using that information for both tactical and strategic management decision-making. Q:  "What customer relation management skills will your students need to become most successful?" Value- This text helps managers link customer value to firm value, an essential part of customer relations management.  The rigorous yet simple approach to estimating the lifetime value of customers will offer your students a competitive advantage over other candidates for jobs, not to mention one of the most valuable skills in their field.  Plus, most senior managers have failed to understand the connection between customer value and business value, so this book will give students more of an edge than most senior managers!  Q:  "How do you currently cover metrics?" Easy- Using easy to use metrics, learn how customer value calculations impact customer acquisition, service, retention, and segmentation -- and strategic M and A and alliance decisions.  Measuring metrics is an integral part of value and it is essential that your students learn how and why it's important. Q:  "What topics are most important for customer relations management lectures or discussions?" Coverage- includes: linking brand and customer assets; valuing companies based on their customer relationships; linkages to IT, processes, and organizational structure; and much more.  Q:  "What kinds of examples do you present to your students?" Practical- Includes practical, easy-to-read real-world case studies.  Plus, the authors' expertise are in marketing strategy, pricing, and customer management.  He is the cofounder and president of the EX Group, a strategic consulting group that specializes in customer management. These qualifications are reflected in the many real cases and examples throughout this text.