01957nam a2200217Ia 4500 20260803094231.0 251212s9999 xx 000 0 und d A Theory of customer valuation : concepts, metrics, strategy, and implementation / V. Kumar. Journal of Marketing 82 1 1/3/2018 1-19 Article English : , customer valuation theory ; customer lifetime value ; customer engagement ; customer profitability ; stock valuation 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. lcc pr jpascua 2020-11-03 11:02:14 jpascua 2020-11-03 11:02:14 0 0 0 1 0 0 0 0 0 11597 11495 11495