This technical note provides an update on the use of customer data in the field of marketing and discusses how to calculate costs is to attract customers. It introduces the concept of customer value of life, and gives examples of how it is calculated and how it is used. If desired, this reading is a good training exercise for students Kellogg ". Maru Batting Center: Customer Lifetime Value," Case № 3-112-003 «Hide
by Julie Hennessy, Evan Meagher Source: Kellogg School Management 9 pages . Publication Date: October 25, 2012. Prod. #: KEL695-PDF-ENG
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