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| Author: | Sargeant, A. |
| Title: | Customer Lifetime Value and Marketing Strategy: How to Forge the Link |
| Journal: | Marketing Review
2001 : SUMMER, VOL. 1:4, p. 427-440 |
| Index terms: | CUSTOMERS MARKETING MARKETING THEORY MARKETING STRATEGY |
| Language: | eng |
| Abstract: | There has been an increasing interest of late in the concept and application of customer lifetime value (LTV). Widely viewed as one of the most critical measures in assessing the performance of relationship marketing activity, many organisations now employ some form of LTV analysis. In this paper the authors review 4 distinct perspectives on the measurement of customer value distinguishing in particular between historic and projective approaches. Methods for calculating projective value at both the individual and segment level are described as are the advantages that can accrue as a result of integrating this knowledge into marketing strategy. The use of LTV analysis to inform the realm of both customer acquisition and customer development is also documented. |
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