Quantitative measures are needed to rank customers in terms
of their value to an organization. The measures that have been developed to do
this are referred to as customer lifetime value (CLV) and customer equity. What
are the similarities and differences between these two measures? Discuss the strengths and weaknesses of these
approaches for measuring customer value.
Chapter12.ppt Baran, R.J. and Galka, R.J. (2013). CRM: The Foundation of Contemporary Marketing Strategy. New York, NY: Routledge