Oyner, Olga К.; Sukhorukove, Olga - In: Journal of business market management : JBM 6 (2013) 2, pp. 91-106
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by … marketing mix, in order to maximize CLV. The analysis is based on data from a hardware components PC B2B company and suggests …. Managers can use the authors’ framework to distribute marketing resources efficiently across customers and when choosing …
