Measuring risk-adjusted customer lifetime value and its impact on relationship marketing strategies and shareholder value

Authors :: Ryals, Lynette J.
Knox, Simon
Source :: European Journal of Marketing. May-June, 2005, Vol. 39 Issue 5-6, 456-472
Publication Year :: 2005
Abstract: Risk-adjusted customer lifetime value, or a customer's economic value, is examined as a method for assessing both shareholder value gains and customer profitability.

Subjects :: Valuation -- Methods
Valuation -- Comparative analysis
Risk assessment -- Methods
Risk assessment -- Comparative analysis
Customer relations -- Valuation
Advertising, marketing and public relations
Business
Business, general

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