Linking customer lifetime value with shareholder value

Industrial Marketing Management

The article provides a conceptual framework linking customer lifetime value to shareholder value, as customers are assets that increase the latter. Optimally this results in accelerated, enhanced, less volatile and less vulnerable cash flows, as well as in an improved residual value of the firm.




Pricing is the most important driver of profits; surprisingly, it is also the area most executives overlook.
This research shows how to overcome common Pricing misconceptions.
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