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| Tekijä: | Dwyer, F. R. |
| Otsikko: | Customer Lifetime Valuation to Support Marketing Decision Making |
| Lehti: | Journal of Direct Marketing
1997 : Vol. 11:4, p. 6-13 |
| Asiasana: | DECISION MAKING CONSUMER BEHAVIOUR SELLING |
| Kieli: | eng |
| Tiivistelmä: | Customer lifetime value (LTV) is an important construct in designing and budgeting for customer acquisition programs and a number of other decision areas. This article adapts a simple taxonomy of buyer-seller relationships to distinguish basic approaches for LTV estimation. The "customer franchise" has been a key concept in marketing for decades. Levitt's classic article from 1960, challenged firms to "buy customers ," and to take aim at providing goods and services that would lead to reliable repeat business from satisfied accounts. Perhaps the cornerstone premise of the marketing concept, the franchise underlies any firm's interest in brand loyalty, and is manifest in many cross- and up-selling strategies. |
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