How focusing on their most valuable customers can help brands drive growth

Research by Peter Fader, professor of marketing at The Wharton School of the University of Pennsylvania, highlights the importance of customer lifetime value (CLV) to driving brand growth.

All customers are not created equal and marketers who acknowledge this fact, and build their strategies around it, are positioning brands for sustainable growth.

That was the view outlined by Peter Fader, the Frances and Pei-Yuan Chia professor of mar

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