Borle, Sharad; Singh, Siddharth S.; Jain, Dipak C. - In: Management Science 54 (2008) 1, pp. 100-112
The measurement of customer lifetime value is important because it is used as a metric in evaluating decisions in the context of customer relationship management. For a firm, it is important to form some expectations as to the lifetime value of each customer at the time a customer starts doing...