HIGHLIGHTS
SUMMARY
As an approach to the valuation of customers as assets, the authors highlight the work of Kumar and his Customer Valuation Theory, which brings together an extensive compendium of factors that influence customer valuation. Much CRM research addresses the need to develop a comprehensive customer profitability model, as knowing which customers are profitable is a critical starting point (Hwang et_al, 2004). The authors expand the traditional definition of CLV models to reflect the customer`s actual contribution to the value of the company more accurately. New segmentations compared to other traditional models, a guide . . .
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