Which of the following is typically a part of using customer equity to estimate the value of alternative marketing actions?

Which of the following is typically a part of using customer equity to estimate the value of alternative marketing actions?










A. Forecasting the costs incurred in promoting products
B. Calculating the lifetime values of each of its customers
C. Assessing the shareholder value of each marketing action
D. Discouraging customer intimacy










Answer: B


Marketing

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