The power of CLV: Managing customer lifetime value at IBM

Marketing Science

Volumn 27, Issue 4, 2008, Pages 585-599

  Kumar, V ^a   Venkatesan, Rajkumar ^b   Bohling, Tim ^c   Beckmann, Denise ^c  

^a GEORGIA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF VIRGINIA   (United States)

^c IBM   (United States)

Author keywords

Customer lifetime value; Customer relationship management; Field experiment; Missing value imputation; Return on marketing contacts

Indexed keywords

EID: 60849103824     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1070.0319     Document Type: Article

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