Jaideep Motwani
VERY APT AND USEFUL to academicians and practitioners who are struggling with this issue. . . . Does a wonderful job in demonstrating how to compute, measure, and manage customer lifetime value from different perspectives. . . . Focuses on viewing customers as assets and discusses issues and challenges for achieving customer lifetime value goals. (Jaideep Motwani, PhD, Chair and Professor of Management, Grand Valley State University, Michigan)
Seethu Seetharaman
At last, a serious treatise on the subject of customer lifetime value! There have been a spate of previous books on CRM, some too conceptual and others too 'trench warfare' type to give the reader a 'nuts and bolts' understanding of the tools involved. Here is a RIGOROUS, YET USER-FRIENDLY, coverage of the importance of customer metrics in driving marketing decisions of firms, written by some of the brightest marketing scholars in the world. (Seethu Seetharaman, PhD, Associate Professor of Management, Rice University, Texas)