Kredietrantsoenering en evoluties in de kredietverlening: een theoretische analyse
Nowadays, there is much attention for customer lifetime value (CLV) in the marketing literature. The objective of this article is to provide an overview of the extant knowledge on CLV that currently can be found in the marketing literature. First, the content of the CLV-concept is discussed. Subsequently, the measurement of CLV and the issue whether it is indeed possible to measure or predict CLV is considered. Finally, the article discusses how firms can enhance CLV.
Volume (Year): XLIX (2004)
Issue (Month): 1 ()
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