Customer value management focuses on data analysis as the driver of customer acquisition, retention, and expansion efforts. Peter Verhoef and Katherine Lemon tap their longstanding expertise in customer management to offer an overview of this framework, and explore critical lessons and emerging challenges for managers. References include academic sources, business practice examples, and a detailed bibliography. 23 pages.
Peter C. Verhoef is Professor of Marketing in the Faculty of Economics and Business, University of Groningen, The Netherlands. Katherine N. Lemon holds the Accenture Professorship at the Carroll School of Management, Boston College.
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