"To manage and sustain profitability over the long term, companies need to define and execute the right marketing strategies and measure their results against the right yardstick. Dozens of metrics are available, but one is most crucial: Customer Lifetime Value (CLV)-defined as …
"The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding pri…
This comprehensive text provides a managerial overview of services by combining conceptual rigor with practical applications.
