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Keywords: Customer lifetime
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (8): 1058–1072.
Published: 13 August 2021
...Mage Marmol; Anita Goyal; Pedro Jesus Copado-Mendez; Javier Panadero; Angel A. Juan Purpose For any given customer, his/her profitability for a business enterprise can be estimated by the so-called customer lifetime value (CLV). One specific goal for many enterprises consists in maximizing...
