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This story appears in the September 2005 issue of Entrepreneur. Subscribe »

Every business owner has to decide whether it makes more sense to devote limited resources to a new marketing campaign, a new product-development effort or another business-building plan.

In Return on Customer (Currency Doubleday, $24.95) marketing visionaries Don Peppers and Martha Rogers (co-authors of the bestselling The One to One Future) help you clarify those decisions by focusing on assessing and tracking customer equity, lifetime customer value and specific actions to maximize those values.

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