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What is the lifetime value of customers,
and how can marketers maximise it?
2.
A profitable customer?
Lifetime revenue stream > cost of attracting,selling
and serving
Customer profitability analysis
Estimating total costs..
Manufacturing Redressal
Travel Benefits
Calculating customer lifetime value
“..net present value of the stream of future profits expected over the
customer’s lifetime purchases.”

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What is the lifetime value of customers and how can marketers maximise it?