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Determining customer profitability

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.

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