Subscribe for 50% off
Subscribe

Return to Me

Learn how to capture the greatest return on the customers you already have.

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

Every business owner has to decide whether it makes more senseto devote limited resources to a new marketing campaign, a newproduct-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 clarifythose decisions by focusing on assessing and tracking customerequity, lifetime customer value and specific actions to maximizethose values.

Cyber Monday Subscription Sale - Unlock this subscriber exclusive article and more for 50% off.

Access all Entrepreneur content with no ads, unlock discounts, and get exclusive advice only available to our subscribers. Plus, our magazine delivered straight to your door.
Get 50% off an annual subscription today. Just use code SAVE50 at checkout.

Entrepreneur Editors' Picks