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Conroy's Acura: Customer Lifetime Value and Return on Marketing

Kyle Murray; Mike Moffatt

商品編號:9B08A001
出版日期:2008/01/31
再版日期:
商品來源:
商品主題:Marketing
商品類型:Case (Gen Exp)
涵蓋議題:Customer Lifetime Value;Return on Marketing
難易度:4 - Undergraduate/MBA
內容長度:6 頁
地域:Canada
產業:Retail Trade
事件年度:2006

In the fall of 2006, the president of Conroy's Acura was examining reports of the company's quarterly sales. He was concerned that despite a healthy economy, sales at his dealership were stagnant. The vice-president of sales of Conroy's Acura was constantly coming up with new marketing schemes to boost sales. But the president had difficulty determining how successful past marketing efforts had been in increasing profitability. He needed a way to put the numbers into context.

教學手冊:Conroy's Acura: Customer Lifetime Value and Return on Marketing - Teaching Note
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