ABSTRACT
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. doi:10.1300/J366v05n02_06 [Article copies available for a fee from The Haworth Document Delivery Setyice: I-8OO-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: < https://www.HaworthPress.com > © 2006 by The Haworth Press, Inc. All rights resen'ed.]
