A marketing view of the customer value: Customer lifetime value and customer equity
Ficheros
Identificadores
Compartir
Metadatos
Mostrar el registro completo del ítemFecha
2013-12-01Resumen
Throughout this research the customer valuation trend in marketing is going to be reviewed, emphasizing Customer Lifetime Value and Customer Equity measures. The main theoretical contributions in the development and evolution of the Customer Lifetime Value concept are analysed. Customer Lifetime Value is also differentiated from Customer Equity and Customer Profitability analysis to estimate customer value in terms of firm profitability. Customer Lifetime Value and Customer Equity concepts are formally defined. Additionally, a classification of a set of published researches into Customer Lifetime Value and/or Customer Equity is developed. This classification has been posited according to several criteria that serves as a guide to key requirements for developing these types of models. Finally, several conclusions, suggestions and future research streams are highlighted.
Palabra/s clave
Marketing
Customer value
Customer equity
Customer lifetime value
Colecciones
Excepto si se señala otra cosa, la licencia del ítem se describe como Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Ítems relacionados
Mostrando ítems relacionados por Título, autor o materia.