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

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

In Return on Customer ( 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.

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