The book titled, “Managing Customers as Investments: The Strategic Value of Customers in the Long Run” (Wharton School Publishing) by Sunil Gupta and Donald R. Lehmann, offers practical examples and case studies to help companies estimate the lifetime value of their customers. That information, the authors suggest, can then be used to make better strategic decisions about customer acquisition, service, retention and segmentation. 

Click here to read an excerpt of the book