'The book covers in detail the concept of Customer Lifetime Value through the review of the vast literature available on the topic. The importance of measuring CLV for enhancing the effectiveness of other marketing tools like market segmentation, customer satisfaction, loyalty and the concept of customer equity has been discussed in detail. Various metrics of calculating customer value are discussed and compared under both contractual as well as non-contractual situation so as to suggest the one which is most suitable. An insight is provided to the readers about the various challenges faced by an organisation in measuring the profitability of their customers. The book also discusses the importance of CLV in developing customer centric strategies and the implementation of CLV strategies in both B2B and B2C setting, thus enabling managers in bringing more accountability to huge marketingRead more
Contents 1. Overview of the Study1-7 1.1 Lifetime Value of Customer (LTV) 1.2 Benefits of Using LTV 1.3 Resistance to CLV 1.4 Modelling of Lifetime Value of Customers 1.5 CLV and Other LTV Metrics 2.Conceptual Framework of Customer Lifetime Value9-56 2.1 Difference between Customer Profitability and Customer Value 2.2 Managing Customer Value 2.3 Applications of Lifetime Value of Customer 2.4 Context of Customer Lifetime Value Measurement 2.5 Concepts Related to Lifetime Value of Customers 2.6 Components of CLV Calculation 3.Models for Lifetime Value Calculation57-110 3.1 Models for Measuring Customer Lifetime Value 3.2 Basic Structural Models 3.3 Probability Models 3.4 Econometric Models 3.5 RFM Models 4. Research Methodology111-118 4.1 Data Sources 4.2 Sample Selection 4.2.1 Data Structure Times OOH 4.2.2 Data Structure Spaghetti Kitchen 4.3 Data Consolidation 4.4 QuestionnaireRead more
Dr Arshi Zareen is an Assistant Professor in the Department of Commerce, Bharati College, University of Delhi, India, with a teaching experience of more than 12 years. She has done her Doctoral degree from the Department of Commerce, Delhi School of Economics, University of Delhi, India. She has presented research papers in various national conferences and various international conferences. She has won best paper award for paper presented at 6th International Conference on Innovative Ways of Managing Business in the Post Globalized Era (BVIMR, Delhi). Her research works are published in journals of repute.