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The authors develop a
framework that incorporates projected profitability of
customer in the computation of lifetime duration.
Furthermore, the authors identify factors under a manager's
control that explain the variation in the profitable
lifetime duration. They also compare other frameworks with
the traditional methods such as the recency, frequency, and
monetary value and illustrate the superiority of the
proposed framework. Finally, the authors develop several key
implications that can be of value to decision makers in
managing customer relationships.
Journal of Marketing, Vol. 67, Pg. 77-99 (January 2003)
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