Examining the theoretical influences of customer valuation metrics

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Abstract:

Within the previous two decades there has been an intensification of marketing activity from which there has emerged a series of concepts relating to customer profitability and value. These developments have led to the establishment of a series of techniques regarding customer valuation and can be separated into three distinct categories: customer profitability calculations; customer lifetime value; and customer equity. This paper seeks to clarify and discuss the theoretical influences upon these categories, whilst also presenting some implications for the future development of customer valuation metrics.

Keywords: CUSTOMER VALUATION; DEVELOPMENT; THEORETICAL INFLUENCES

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725708X345524

Publication date: September 1, 2008

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