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Using CLV concept for marketing budgets allocation

Author

Listed:
  • Elena Panteleeva

    (Associate Professor, Marketing of Firm Department, National Research University Higher School of Economics.)

  • Olga Oyner

    (Full Professor, Marketing of Firm Department, National Research University Higher School of Economics.)

Abstract

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 based on data from a hardware components PC B2B company and suggests that there is a potential for increased sales and CLVs when managers design resource allocation rules that maximize CLV. Managers can use the authors’ framework to distribute marketing resources efficiently across customers and when choosing between different promotional activities.

Suggested Citation

  • Elena Panteleeva & Olga Oyner, 2013. "Using CLV concept for marketing budgets allocation," HSE Working papers WP BRP 04/MAN/2013, National Research University Higher School of Economics.
    • Handle: RePEc:hig:wpaper:04man2013
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    File URL: http://www.hse.ru/data/2013/01/31/1304672028/04MAN2012.pdf
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    More about this item

    Keywords

    marketing performance; customer lifetime value; marketing budgets; resources allocation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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