Excerpted from The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value, reprinted by permission of Wharton …
About The Author
Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers on topics such as customer relationship management, lifetime value of the customer, and strategies that arise from these data-driven tactics. He is coauthor of The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value (Wharton Digital Press, October 30, 2018).