Quantitative measures are needed to rank customers in terms of their value to an organization. The measures that have been developed to do this are referred to as customer lifetime value (CLV) and customer equity. What are the similarities and differences between these two measures? Discuss the strengths and weaknesses of these approaches for measuring customer value.
Chapter12.ppt Baran, R.J. and Galka, R.J. (2013).
CRM: The Foundation of Contemporary Marketing Strategy. New York, NY: Routledge