Case Name :      Conroy’s Acura: Customer Lifetime Value and Return on Marketing

Authors :           Kyle Murray, Mike Moffat

Source :             Ivey Publishing

Case ID :            908A01

Discipline :        Marketing

Case Length :    06 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.