A Theory of customer valuation : (Record no. 11495)
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| Corporate name or jurisdiction name as entry element | Article |
| 245 1# - TITLE STATEMENT | |
| Title | A Theory of customer valuation : |
| Remainder of title | concepts, metrics, strategy, and implementation / |
| Statement of responsibility, etc. | V. Kumar. |
| 240 1# - UNIFORM TITLE | |
| Uniform title | Journal of Marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | English : |
| Name of publisher, distributor, etc. | , |
| 250 ## - EDITION STATEMENT | |
| Edition statement | customer valuation theory ; customer lifetime value ; customer engagement ; customer profitability ; stock valuation |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | Customer valuation refers to the economic value of the customer`s relationship with the firm. This study approaches the topic of customer value for measuring, managing, and maximizing customer contributions by proposing a customer valuation theory (CVT) based on economic principles that conceptualizes the generation of value from customers to firm. The author reviews the established economic theories for valuing investor assets (e.g., stocks) and draws ac comparison to valuing customer contributions. Furthermore, the author recognizes the differences in the guiding principles between valuing stocks and valuing customers ing proposing CVT. Using CVT, the author discusses the concept of customer lifetime value (CLV) as the metric that can provide a reliable, forward-looking estimate of direct customer value. In addition, economic models to estimate CLV, ways to manage CLV using portfolio management principles, and strategies to maximize CLV are discussed in detail. The author extends the customer value concept by discussing ways that a customer can add value to the firm indirectly through incentivized referrals, social media influence, and feedback. Finally, the benefits of CVT to multiple constituencies are offered. |
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| Personal name | 1/3/2018 |
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| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | |
| Institution code [OBSOLETE] | jpascua |
| -- | 2020-11-03 11:02:14 |
| -- | jpascua |
| Edition | 2020-11-03 11:02:14 |
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| MyRDA biblio | 11597 |
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