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