Customer Lifetime Value and Firm Valuation

Сунил Гупта · Donald R. Lehmann

89 citations0/0 files storedJournal of Relationship Marketing

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Customer churn and segmentation Financial Reporting and Valuation Research Corporate Governance and Management

Abstract

SUMMARY Unlike most marketing metrics, CLV provides information which is directly relevant to marketing decision makers, non-marketing executives such as CFOs, and financial analysts. This paper highlights why and how CLV is financially relevant. It explicitly compares CLV-based valuation with four finance-oriented methods (DCF, P/E ratio, customer counting, and extrapolation). We also discuss implications for marketing managers, financial executives as well as educators.

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References

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