Customer Lifetime Value by V Kumar

Customer Lifetime Value by V Kumar

Customer Lifetime Value - The Path to Profitability reviews the CLV metric in particular. Approaches to computing CLV and the concept of customer equity are discussed in detail. Specifically, this monograph provides the methods of measuring CLV, the strategies for developing customer-centric strategies, the implementation of CLV strategies in a B2B and B2C setting, and the challenges faced by an organization in implementing a CLV-based framework. The author details the importance of CLV as a metric in a marketer's toolkit and how it is relevant to managing customers. Customer Lifetime Value - The Path to Profitability answers the following questions: What is the value of a customer? Can customers be evaluated based only on their past contribution to the firm? Which metric is better in identifying the future worth of the customer? These are the questions a firm has to deal with before assessing the value of its customers. The author shows that the value of a customer is the value the customer brings to the firm over their lifetime. Therefore, we need a metric that can objectively measure future profitability of the customer to the firm. Customer lifetime value (CLV) helps managers make informed business decisions.

V.Kumar was been named one of the top five marketing scholars in the world. He has taught and consulted for several Fortune 500 companies and institutions throughout the world, and he has authored award-winning articles in scholarly journals and business periodicals such as the Harvard Business Review and the Journal of Marketing. Kumar has co-authored several marketing research textbooks, including Consumer Relationship Management: A Databased Approach, which he recently published. Brand management, word-of-mouth marketing, international diffusion models, and customer relationship management are among his current research interests.

SKU	Unavailable
ISBN 13	9781601981561
ISBN 10	1601981562
Title	Customer Lifetime Value
Author	V Kumar
Series	Foundations And Trends In Marketing Ser
Condition	Unavailable
Binding Type	Paperback
Publisher	now publishers Inc
Year published	2008-08-14
Number of pages	112
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.