Gupta, Sunil, 1958-
Managing customers as investments : the strategic value of customers in the long run / Sunil Gupta, Donald R. Lehmann. - Upper Saddle River, NJ : Wharton School Pub., c2005. - xvii, 205 p. : ill. ; 24 cm.
Includes bibliographical references (p. 187-198) and index.
0131428950 (hbk.) 9780131428959 (hbk.)
2004116044
Relationship marketing.
Customer relations.
Marketing--Management.
HF5415.55 / .G87 2005
658.812 / GUP 2005
Managing customers as investments : the strategic value of customers in the long run / Sunil Gupta, Donald R. Lehmann. - Upper Saddle River, NJ : Wharton School Pub., c2005. - xvii, 205 p. : ill. ; 24 cm.
Includes bibliographical references (p. 187-198) and index.
0131428950 (hbk.) 9780131428959 (hbk.)
2004116044
Relationship marketing.
Customer relations.
Marketing--Management.
HF5415.55 / .G87 2005
658.812 / GUP 2005