Customer Profitability and Lifetime Value

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Reference no. 9-503-019

Subject category: Marketing

Authors: Elie Ofek (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2002

Version: 22 November 2016

Revision date: 5-Feb-2018

Length: 10 pages

Data source: Published sources

Topics: Customer lifetime value; Customer relationship management; Marketing strategy

Share a link: https://casecent.re/p/40434

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Abstract

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed.

Industry:

Retail trade