Working Paper

The Role of Attitudinal Information in CLV-based Customer Management

Rajkumar Venkatesan, Werner Reinartz, and Nalini Ravishanker

Apr 15, 2012

Download

Determines how the inclusion of customers’ attitudes affects predictions of customer lifetime value and thus a firm’s customer management strategy.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.