Kumar, V. - In: Foundations and Trends(R) in Marketing 2 (2008) 1, pp. 1-96
This survey talks about Customer Lifetime Value (CLV) as a metric that would help managers make informed usiness decisions. While there have been prior articles that take an extensive and in-depth look at Customer Equity (CE)(Villanueva and Hanssens, 2007), this survey reviews the CLV metric in...