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Case
Customer Lifetime Value
Author(s)
This technical note provides an update on the use of customer data in marketing organizations and discusses how calculations of customer acquisition costs are made. It introduces the concept of customer lifetime value and provides examples of how it is calculated and how it is used. If desired, this reading is good preparation for students completing the Kellogg exercise "Maru Batting Center: Customer Lifetime Value," Case #3-112-003.
Date Published:
10/25/2012
Discipline:
Marketing
Key Concepts:
Consumer Marketing, Customer Relationship Management, Financial Analysis, Marketing, Marketing Planning, Customer Acquisition Cost, Customer Lifetime Value
Citations:
Hennessy, Julie, Evan Meagher. Customer Lifetime Value. 7-312-500 (KEL695).
