23download_doc-4.php - M370Session5 ICore KeyPointsfromCLV

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M370 Session 5 I-Core   Key Points from CLV  CLV allows companies to bifurcate and measure marketing costs attributable to  customer acquisition and customer retention. It is used to create internal segmentation of customer data based on profitability.   In some industries acquisition costs are more easily measured than others.  But it is  important to try.  We have two formulas.  We will use the method for estimating CLV.  The Marketing Environment  Key Points for today. Marketing must be informed by any element in the company environment that  can affect the perception of the company. Some elements are  controllable , others are not.  Macro-environment Micro-environment Planning Frameworks Planning Frameworks Objective. Facilitate preparation. Strategic differentiation
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This note was uploaded on 04/18/2011 for the course BUS 370 taught by Professor Camp during the Fall '09 term at Indiana.

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23download_doc-4.php - M370Session5 ICore KeyPointsfromCLV

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