Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/76799
Authors: 
Oyner, Olga K.
Sukhorukove, Olga
Year of Publication: 
2013
Citation: 
[Journal:] jbm - Journal of Business Market Management [Volume:] 6 [Year:] 2013 [Issue:] 2 [Pages:] 91-106
Abstract: 
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is based on data from a hardware components PC B2B company and suggests that there is a potential for increased sales and CLVs when managers design resource allocation rules that maximize CLV. Managers can use the authors' framework to distribute marketing resources efficiently across customers and when choosing between different promotional activities.
Subjects: 
marketing performance
customer lifetime value
marketing budgets
resources allocation
Persistent Identifier of the first edition: 
Creative Commons License: 
http://creativecommons.org/licenses/by-nd/3.0/
Document Type: 
Article

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