Practice Prize Report - The Power of CLV: Managing Customer Lifetime Value at IBM

  title={Practice Prize Report - The Power of CLV: Managing Customer Lifetime Value at IBM},
  author={V. Kumar and Rajkumar Venkatesan and Timothy Bohling and Denise Beckmann},
  journal={Mark. Sci.},
Customer management activities at firms involve making consistent decisions over time, about: a which customers to select for targeting, b determining the level of resources to be allocated to the selected customers, and c selecting customers to be nurtured to increase future profitability. Measurement of customer profitability and a deep understanding of the link between firm actions and customer profitability are critical for ensuring the success of the above decisions. We present the case… Expand

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