A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy

By R. Venkatesan, Vijay Kumar. 2004

981 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/375b790b71883c19a6aafe31dbf8e365174d8003

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Citations in the corpus

Brand orientation and market orientation — From alternatives to synergy (2013, background): “…Steger, 2009), adaptive selling (Spiro & Weitz, 1990), customer relationship management (Reinartz, Krafft, & Hoyer, 2004), customer satisfaction surveys and calculation of customer lifetime value or customer equity (Keiningham et al., 2005; Rust, Lemon, & Zeithaml, 2004; Venkatesan & Kumar, 2004).”
Customer Satisfaction and Stock Prices: High Returns, Low Risk: (2006, background): “Customer Satisfaction and Stock Prices / 5 Cole [1997], Srivastava, Shervani, and Fahey [1998], Gruca and Rego [2005], Gupta, Lehmann, and Stuart [2004], Anderson, Fornell, and Mazvancheryl [2004], Hogan, Lemon, and Rust [2002], Venkatesan and Kumar [2004], and Rust, Lemon, and Narayandas [2005]). S”
Customer Equity: Measurement, Management and Research Opportunities (2007, neutral): “selection and resource allocation (Venkatesan and Kumar, 2004).”
Expanding the Role of Marketing: From Customer Equity to Market Capitalization (2009, methodology): “The direction of the sign for all variables is consistent with previous research studies on CLV computation at the individual customer level (e.g., Kumar, Shah, and Venkatesan 2006; Venkatesan and Kumar 2004).”
The Role of Relational Information Processes and Technology Use in Customer Relationship Management (2005, background): “Relationship marketing also suggests that customers should be treated in accordance with the value they offer to the firm, which in turn enhances customer lifetime value (Venkatesan and Kumar 2004).”
Perceived Risk, Product Returns, and Optimal Resource Allocation: Evidence from a Field Experiment (2015, methodology): “…models and allowed the amount of marketing effort to vary for each customer for the first quarter of the field experiment time period.12 Similar to Venkatesan and Kumar (2004), we used a genetic algorithm approach to solve for the allocation of resources that lead to the maximum expected profit…”
A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (2018, background): “Furthermore, research has also established that firmographic variables such as the size of the firm and the industry category of the business customers significantly explained the variation in contribution margin for the focal firm (Venkatesan and Kumar 2004).”
Practice Prize Winner - Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey (2013, background): “Customer lifetime value accounts for the value that a customer brings to a firm through his or her direct contributions (Venkatesan and Kumar 2004).”