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Marketing - Customer Lifetime Value


Modeling Customer Lifetime Value As modern economies become predominantly servicebased, companies increasingly derive revenue from the creation and sustenance of long-term relationships with their customers. In such an environment, marketing serves the purpose of maximizing customer lifetime value (CLV) and customer equity, which is the sum of the lifetime values of the companys customers. This article reviews a number of implementable CLV models that are useful for market segmentation and the allocation of marketing resources for acquisition, retention, and crossselling. The authors review several empirical insights that were obtained from these models and conclude with an agenda of areas that are in need of further research. pdf. 2006






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Status: 05. Januar 2010