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Not All Customers Are Created Equal: Looking At Lifetime Value, Mark E. Pickering
Not All Customers Are Created Equal: Looking At Lifetime Value, Mark E. Pickering
Mark E Pickering
Customer Lifetime Value (CLV) refines customer profitability analysis to view customers as assets. Thinking in terms of CLV provides the impetus to target customer acquisition efforts on the right customers, and to improve the profitability and duration of the relationship with existing customers. This article introduces the concepts and benefits associated with CLV and actions to improve value.