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