Measuring Risk-adjusted Customer Lifetime Value and its Impact on Relationship
Marketing Strategies and Shareholder Value

Ryals, Lynette; Knox, Simon

dc.contributor.author	Ryals, Lynette	-
dc.contributor.author	Knox, Simon	-
dc.date.accessioned	2011-04-21T23:21:34Z
dc.date.available	2011-04-21T23:21:34Z
dc.date.issued	2005-01-01T00:00:00Z	-
dc.identifier.citation	Lynette Ryals and Simon Knox, Measuring Risk-adjusted Customer Lifetime Value and its Impact on Relationship Marketing Strategies and Shareholder Value. European Journal of Marketing, 2005, Volume 39, Issue 5/6, pp456-472	en_UK
dc.identifier.issn	0309-0566	-
dc.identifier.uri	http://dx.doi.org/10.1108/03090560510590665	-
dc.identifier.uri	http://dspace.lib.cranfield.ac.uk/handle/1826/3160
dc.description.abstract	The calculations which underlie efforts to balance marketing spending on customer acquisition and customer retention are usually based on either single- period customer profitability or forecasts of customer lifetime value (CLTV). This paper argues instead for risk-adjusted CLTV, which is termed the economic value (EV) of a customer, as the means for marketing to assess both customer profitability and shareholder value gains.	en_UK
dc.language.iso	en_UK	en_UK
dc.publisher	Emerald Group Publishing Limited	en_UK
dc.subject	Customers	en_UK
dc.subject	Relationship marketing	en_UK
dc.subject	Shareholders	en_UK
dc.subject	Value analysis	en_UK
dc.title	Measuring Risk-adjusted Customer Lifetime Value and its Impact on Relationship Marketing Strategies and Shareholder Value	en_UK
dc.type	Article	en_UK