Mkt diss 5 | Marketing homework help

Refer to Chapter 11:  

Consider the concept of “Return on Customer” (ROC) as discussed in the chapter.  

  • What kind of advantages and benefits are possible for a company adopting this objective? 
  • How would it help a company balance the short-term and the long-term goals of the company? 
  • Explain how ROC different from customer lifetime value LTV?