QuestionQuestion

Read the Rosewood Case Study, then answer the following questions:

Will the move to a corporate improve customer lifetime value? Use the Rosewood excel file to assess the impact of the new brand strategy on customer lifetime value Rosewood_students v2.xlsx Preview the document. Also use the increase in CLV to estimate the additional sales to be targeted (see lower left of the spreadsheet). Please explain (a) the relative influence of the factors affecting CLV and (b) the possible reasons for the decline in customer acquisition cost.

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