Conroy's Acura: Customer Lifetime Value and Return on Marketing
In the fall of 2006, the president of Conroy's Acura was examining reports of the company's quarterly sales. He was concerned that despite a healthy economy, sales at his dealership were stagnant. The vice-president of sales of Conroy's Acura was constantly coming up with new marketing schemes to boost sales. But the president had difficulty determining how successful past marketing efforts had been in increasing profitability. He needed a way to put the numbers into context.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B08A001-E
Format: PDF
Number of pages: 6
Publication Date: Jan 31, 2008
Language: English
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Description
In the fall of 2006, the president of Conroy's Acura was examining reports of the company's quarterly sales. He was concerned that despite a healthy economy, sales at his dealership were stagnant. The vice-president of sales of Conroy's Acura was constantly coming up with new marketing schemes to boost sales. But the president had difficulty determining how successful past marketing efforts had been in increasing profitability. He needed a way to put the numbers into context.
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Year: 2006
Geographic Setting: Canada
Industry Setting: Retail Trade;
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