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245	1		_aA Theory of customer valuation : _bconcepts, metrics, strategy, and implementation / _cV. Kumar.
240	1		_aJournal of Marketing
100			_a82
100			_d1
700			_a1/3/2018
700	0		_a1-19
110			_aArticle
260			_aEnglish : _b,
250			_acustomer valuation theory ; customer lifetime value ; customer engagement ; customer profitability ; stock valuation
300			_aCustomer 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.
942			_2lcc _cpr _ajpascua _b2020-11-03 11:02:14 _djpascua _e2020-11-03 11:02:14
943			_b0 _c0 _d0 _e1 _f0 _g0 _h0 _i0 _j0
998			_a11597
999			_c11495 _d11495