Customer Value and Customer Selection

Michael Kleinaltenkamp ()
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Michael Kleinaltenkamp: Freie Universität Berlin

Chapter 4 in Business Relationship Management and Marketing, 2015, pp 85-108 from Springer

Abstract: Abstract The fact that the establishment and cultivation of business relationships require substantial resources, raises the question whether those investments are compensated by the earnings achieved. To answer this question, it is necessary to determine the value of single customers and to make decisions on how to select and shape the relationship with them. The chapter thus presents and explains economic-quantitative and non-monetary criteria to determine customer value. Moreover, it discusses the multi-dimensional approaches used in this field like customer contribution margin, customer lifetime value, customer portfolios etc. Finally, it shows how such customer evaluation models can be applied and what the basic principles of customer value controlling are.

Keywords: Cash Flow; Customer Relationship; Contribution Margin; Business Relationship; Supply Company (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-662-43856-5_4

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DOI: 10.1007/978-3-662-43856-5_4

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