Professor Lehmann will discuss customer lifetime value (CLV) – what it is and how to measure it. He’ll look at the implications that customer lifetime value has for marketing strategy.
Princeton, NJ (PRWEB) March 11, 2010
MarketingNPV and the American Marketing Association announce the sixth installment in their webcast series featuring some of today’s leading business school professors on measuring marketing and improving the return on marketing investments. Professor Don Lehmann from the Columbia Graduate School of Business and author of Managing Customers as Investments will present “The Pros and Cons of Customer Based Measurement” on March 16, 2010.
The Meeting of the Minds webcast series features marketing faculty from top business schools throughout the world sharing their experience from the boardroom and the classroom about how marketers can better demonstrate the value marketing creates for shareholders. In this installment, Professor Lehmann will discuss customer lifetime value (CLV) – what it is and how to measure it. He’ll look at the implications that customer lifetime value has for marketing strategy. In addition, Professor Lehmann will attempt to reconcile brand-driven and customer-driven strategy.
This free webcast will take place on March 16, 2010. Join the thousands of marketers around the world participating in these online events focusing on marketing measurement. For more information and to register for this and other webcasts in the Meeting of the Minds series, please visit: http://marketingnpv.com/content/meeting-minds-webcast-series-measuring-improving-return-marketing-investments.
MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in marketing strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources focusing on measuring marketing, and publishes MarketingNPV Journal quarterly.