More than meets eye
Article Abstract:
A focus on traditional and modern approaches used for evaluating customer lifetime value (CLV ) is presented.
author: Hardie, Bruce G.S., Fadar, Peter S., Ka Lok Lee
Publisher: American Marketing Association
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2006
Methods
Don't oversimplify
Article Abstract:
The use of probability models to estimate customer lifetime value is critically analyzed.
author: Seetharaman, Seethu
Publisher: American Marketing Association
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2006
Usage, Probabilities, Probability theory
Still some weaknesses
Article Abstract:
Fader-Hardie-Lee approach to evaluating customer lifetime value is critically analyzed.
author: Lemon, Katherine N.
Publisher: American Marketing Association
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2006
subjects list: United States, Evaluation, Marketing research, Customer loyalty, Consumer research, Criticism and interpretation
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