Estrella-Ramón, A. M.; Sánchez-Pérez, M.; Swinnen, G.; … - In: South African Journal of Business Management 44 (2013) 4, pp. 47-64
Throughout this research the customer valuation trend in marketing is going to be reviewed, emphasizing Customer Lifetime Value and Customer Equity measures. The main theoretical contributions in the development and evolution of the Customer Lifetime Value concept are analysed. Customer Lifetime...