Customer lifetime value : the path to profitability

Abstract --
Introduction --
Why is customer lifetime value relevant and important? --
Traditional metrics for managing customer loyalty --
RFM approach --
Past customer value --
Share-of-wallet --
Difference between CLV and traditionally used metrics --
Measuring CLV --
Aggregate approach --
Individual approach --
Components of CLV --
Model measuring variables independently --
Model measuring variables simultaneously --
Alternate approaches to modeling CLV --
Drivers of CLV --
How can CLV measure be used for developing customer-centric strategies? --
Customer selection --
Customer segmentation --
Optimal resource allocation --
Purchase sequence analysis --
Targeting multi-channel shoppers --
Maximizing a customer\'s brand value --
Preventing customer churn --
Targeting profitable prospects --
Implementing CLV framework in a B2B and B2C scenario --
CLV framework applied to a B2B firm --
CLV framework applied to B2C firm --
Organizational challenges in implementing a CLV-based framework --
Product-centric to customer-centric marketing --
Challenges in data collection and management --
How to make the most of the CLV framework --
The future of CLV references --
Updates.