Moving from Customer Lifetime Value to Customer Equity

We study the consequence of moving from Customer Lifetime Value maximization to Customer Equity maximization. Customer equity has traditionally been seen as the discounted sum of the lifetime earnings from all current and future customers and thus it has been largely assumed that maximizing customer...

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Bibliographic Details
Main Authors: Dreze, Xavier, Bonfrer, Andre
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2009
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1790
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Institution: Singapore Management University
Language: English