This means that marketing is no longer viewed as merely a tool for building market share or short-term revenues, but is instead considered a strategic investment in building critical intangible assets, such as customer relationship and brand equity, which produce important long-term profits.

FORBES: Six Reasons Marketing Budgets Are On The Rise

Any business owner looking to achieve long-term success must determine what a lifetime relationship with his or her customer is actually worth in revenue.

FORBES: What's a Lifetime Customer Worth? You'd Better Know