Customer lifetime value has been a mainstay concept in direct response marketing for many years, and has

been increasingly considered in the . field of general marketing. However, the vast majority of literature on the topic (a) has been dedicated to extolling its use as a decisionmaking criterion; (b) has presented isolated numerical examples of its calculation/determination; and (c) has considered it as part of the general discussions of profitability and discussed its role in customer acquisition decisions and customer acquisition/retention trade-offs. There has been a dearth of general modeling of the topic. This paper presents a series of mathematical models for determination of customer lifetime value. The choice of the models is based on a systematic theoretical taxonomy and on assumptions grounded in customer behavior. addition, selected managerial applications of these general models of customer lifetime value are offered.

Valoarea durata de via client a fost un concept n pilonul raspuns direct de introducere pe pia de mai muli ani, i a fost luat n considerare din ce n ce domeniul de general de comercializare. Cu toate acestea, marea majoritate a literaturiiprivind subiectul (a) a fost dedicat pentru a ridica n slvi utilizarea sa ca un luare a deciziilor criteriu; (b) a prezentat exemple izolate numerice sale calcul / determinare; i (c) le-a considerat ca fcnd parte din discuii generale de rentabilitate i a discutat rolul su n client deciziile de achiziie i de achiziie ale clienilor / retenie compromisuri. acolo a fost o lips de modelare generale de acest subiect. Aceast lucrare prezint o serie de modele matematice pentru determinarea duratei de via a clientului valoare. Alegerea modelelor se bazeaz pe o teoretic sistematic ipoteze taxonomie i pe pmnt n comportamentul clienilor. n plus, cererile selectate de conducere ale acestor modele generale de valoare durata de via sunt oferite clientului.