Strategies to Increase Profits and Build Loyalty

Jul 11th 2010 at 11:37 AM


I can highly recommend this book for all you marketers out there - heres an extract of what it contains:


Leading marketing expert V. Kumar shows how to use Customer Lifetime Value (CLV) to target customers with higher profit potential?manage and reward existing customers based on their profitability?and invest in high-profit customers to prevent attrition and ensure future profitability. Kumar introduces customer-centric approaches to allocating marketing resources for maximum effectiveness?pitching the right products to the right customers at the right time?determining when a customer is likely to leave, and whether to intervene?managing multichannel shopping? even calculating a customer?s referral value.


Drawing on his extensive experience consulting with world-class marketing organizations, Kumar illuminates the challenges of transitioning from a product-centric to a customer-centric approach and presents proven solutions. Simply put, this book?s techniques offer marketing executives a complete framework for linking their investments to business value?and maximizing the lifetime value of every single customer.



Chapter 1: Introduction 1

Chapter 2: Maximizing Profitability 11

Chapter 3: Customer Selection Metrics 29

Chapter 4: Managing Customer Profitability 59

Chapter 5: Maximizing Customer Profitability 75

Chapter 6: Managing Loyalty and Profitability Simultaneously 93

Chapter 7: Optimal Allocation of Resources across Marketing and Communication Strategies 113

Chapter 8: Pitching the Right Product to the Right Customer at the Right Time 127

Chapter 9: Preventing Attrition of Customers 143

Chapter 10: Managing Multichannel Shoppers 163

Chapter 11: Linking Investments in Branding to Customer Profitability 187

Chapter 12: Acquiring Profitable Customers 205

Chapter 13: Managing Customer Referral Behavior 223

Chapter 14: Organizational and Implementation Challenges 249

Chapter 15: The Future of Customer Management 267


Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty

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