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  • With an increase in understanding of the importance of customer loyalty, firms are taken a more customer - centric an approach to strategy formulation and, as a result, customer life cycle and lifetime value has taken a central role in marketing strategy. These tools allows us to differentiate between customers who are more profitable than others rather than simply examining average profitability. This article presents frameworks for thinking about customer lifetime value models. This article reviews a number of implementable LTV models that are useful for market segmentation and the allocation of marketing resources for acquisition, retention, and cross selling. LTV is one metric that that help us assess the return on marketing investment.
  • With an increase in understanding of the importance of customer loyalty, firms are taken a more customer - centric an approach to strategy formulation and, as a result, customer life cycle and lifetime value has taken a central role in marketing strategy. These tools allows us to differentiate between customers who are more profitable than others rather than simply examining average profitability. This article presents frameworks for thinking about customer lifetime value models. This article reviews a number of implementable LTV models that are useful for market segmentation and the allocation of marketing resources for acquisition, retention, and cross selling. LTV is one metric that that help us assess the return on marketing investment. (en)
Title
  • Mathematical modeling of the customer lifetime value in CRM
  • Mathematical modeling of the customer lifetime value in CRM (en)
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  • Mathematical modeling of the customer lifetime value in CRM
  • Mathematical modeling of the customer lifetime value in CRM (en)
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  • RIV/49777513:23510/11:43895714!RIV13-MSM-23510___
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  • 210908
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  • RIV/49777513:23510/11:43895714
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  • relationship; customer; competitive advantage; models; lifetime value (en)
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  • [70DAD7429D2D]
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  • Mariánské Lázně
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  • New trends of business management in theory and practice in crossborder comparison
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  • Hommerová, Dita
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number of pages
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  • Verlag der Gesellschaft für Unternehmensrechnug und Controlling m.b.H.
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  • 978-3-86367-007-8
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  • 23510
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