Van Gool, J.Roodhooft, FilipKemseke, P.2017-12-022017-12-022010http://hdl.handle.net/20.500.12127/3705By analyzing this case, students learn to apply management accounting and cost control concepts in practice. They will also think independently, creatively and in a structured way on the development of marketing strategies. The proposed questions require the students to calculate customer lifetime values for the acquisition of new customers across product segments, calculate up-sell and win-back potential, prioritize which segments should be targeted with promotional campaigns and assess the use of multiple marketing campaigns for the selected segmentsen110-059-1140811515061412424230