Chapter 14 Homework - Bradley Dougherty MKT 3253 Dr Petty October 14th 2016 Chapter 14 Homework 1 Explain what is meant by Customer Lifetime Value How

Chapter 14 Homework - Bradley Dougherty MKT 3253 Dr Petty...

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Bradley Dougherty MKT 3253 Dr. Petty October 14 th , 2016 Chapter 14 Homework 1. Explain what is meant by Customer Lifetime Value. How does this formula benefit the direct marketer? (LO4) 2. A study by the Harvard Business School has shown that e-mail marketing is much more effective than traditional direct mail in that it provides a much greater return on investment (ROI). Explain some of the reasons why this would be. (LO4). 3. Direct marketing has been an effective tool for marketers for a long time. Provide some reasons why direct marketing has been so effective. Do you think this trend will continue? (LO1)

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