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 Discussion   (50 points) Refer to Chapter 11:  Consider the concept of “Return on Customer” (ROC) a

 Discussion   (50 points) Refer to Chapter 11:  Consider the concept of “Return on Customer” (ROC) a

 Discussion   (50 points) 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 long-term goals of the company? 
  • Explain how ROC is different from customer lifetime value LTV?