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Determining customer profitability

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This story appears in the February 2000 issue of Entrepreneur. Subscribe »

How much is a customer worth? Visit http://www.marcommwise.com, and a mouse click unveils several "profitability calculators", including one that shows a customer's worth over a long-term relationship. Another shows expected payback from Web advertising campaigns. The site also features articles, book reviews and plentiful links to other sources of marketing info.

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