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"To manage and sustain profitability over the long term, companies need to define and execute the right marketing strategies and measure their results against the right yardstick. Dozens of metrics are available, but one is most crucial: Customer Lifetime Value (CLV)-defined as …
This survey talks about Customer Lifetime Value (CLV) as a metric that would help managers make informed business decisions. While there have been prior articles that take an extensive and in-depth look at Customer Equity (CE) (Villanueva and Hanssens, 2007), this survey reviews…