Background Note | HBS Case Collection | August 2002 (Revised November 2016)

Customer Profitability and Lifetime Value

by Elie Ofek

Abstract

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed.

Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry;

Language: English Format: Print 10 pages EducatorsPurchase

Citation:

Ofek, Elie. "Customer Profitability and Lifetime Value." Harvard Business School Background Note 503-019, August 2002. (Revised November 2016.)

Related Work

  1. Background Note | HBS Case Collection | August 2002 (Revised November 2016)

    Customer Profitability and Lifetime Value

    Elie Ofek

    Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed.

    Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry;

    Citation:

    Ofek, Elie. "Customer Profitability and Lifetime Value." Harvard Business School Background Note 503-019, August 2002. (Revised November 2016.)  View Details
    CiteView DetailsEducatorsPurchase Related

About the Author

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Elie Ofek
T.J. Dermot Dunphy Professor of Business Administration
Co-Unit Head, Marketing
Marketing

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