Oyner, Olga K.; Sukhorukove, Olga - In: jbm - Journal of Business Market Management 6 (2013) 2, pp. 91-106
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is...
