Customer Valuation: An Interview with Peter Fader, Professor of Marketing, the Wharton School of the University of Pennsylvania

 The top priority of CMOs is to grow top-line revenue. But the best way to achieve that growth is a matter of debate. Do you go after as many buyers as possible, or focus on winning the loyalty of existing customers? Wharton Professor Peter Fader says the answer lies in examining the behavioural patterns of current customers.