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Applications of CRM in B2B and B2C Scenarios Part I

  • Kumar V
  • Reinartz W
DOI: 10.1007/978-3-662-55381-7_16
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Abstract

This chapter defines the concept of Customer Lifetime Value (CLV) and provides an approach to compute CLV. In simple terms, CLV refers to the net present value of future cash flows from a customer. Using a numerical example, this chapter provides the approach and …

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APA

Kumar, V., & Reinartz, W. (2018). Applications of CRM in B2B and B2C Scenarios Part I (pp. 329–362). https://doi.org/10.1007/978-3-662-55381-7_16

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