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Keywords: Marketing decision
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Journal Articles
A customer lifetime value model for the banking industry: a guide to marketing actions
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (3-4): 761–784.
Published: 08 April 2014
... and application of CLV in marketing decisions. In Section 4, the indicators and the CLV measurement models developed so far in the literature are summarised. Section 5 presents the proposed methodology for measuring CLV, and Section 6 completes the paper with conclusions and future research. Relationship...
