ABSTRACT
Determining and managing customer lifetime value is one of the most important strategic objectives of companies today. This paper critically examines some of the most popular approaches traditionally used to measure the value of customers in a company's portfolio. The methods reviewed include RFM and total revenue ap38proaches to differentiating the value of customers. Although these methods have relative advantages, they have serious drawbacks that limit the ability of managers to accurately assess customer value. An alternative model for the measurement and management of customer value is proposed. doi:10.1300/J366v05n02_03 [Article copies available for a fee from The Haworth Document Delivery Service: 1-8OO-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: < https://www.HaworthPress.com >© 2006 by The Haworth Press, Inc. All rights reserved.]
