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| Author: | Weir, K. |
| Title: | Examining the theoretical influences of customer valuation metrics |
| Journal: | Journal of Marketing Management
2008 : VOL. 24:7-8, p. 797-824 |
| Index terms: | customers development profitability valuation |
| Language: | eng |
| Abstract: | Recently there has been an intensification of marketing activity from which there has emerged a series of concepts relating to customer profitability and value. These developments have led to the establishment of a series of techniques regarding customer valuation and can be separated into three distinct categories: customer profitability calculations; customer lifetime value; and customer equity. This article seeks to clarify and discuss the theoretical influences upon these categories, whilst also presenting some implications for the futuref development of customer valuation metrics. |
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