The Confusion About CLV in Case-Based Teaching Materials

Autor:	Neil Bendle, Charan K. Bagga
Rok vydání:	2016
Předmět:	Discounting Actuarial science Contribution margin Computer science Case based teaching 05 social sciences Customer lifetime value Advertising Education 0502 economics and business medicine Revenue 050211 marketing Cash flow medicine.symptom 050203 business & management Confusion
Zdroj:	Marketing Education Review. 27:27-38
ISSN:	2153-9987 1052-8008
DOI:	10.1080/10528008.2016.1255561
Popis:	The authors review 33 cases and related materials to understand how customer lifetime value (CLV) is taught. The authors examine (a) whether CLV is calculated using something other than contribution (e.g., revenue), (b) whether discounting is used, and (c) whether acquisition costs are subtracted before reporting CLV. The authors show considerable confusion in teaching materials; they contain incorrect formula, erroneous claims, and contradict other materials from the same school. The solutions that the authors offer should improve the teaching of CLV. The authors recommend educators always (a) use contribution margin, (b) discount cash flows, and (c) never subtract acquisition costs before reporting CLV.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::0d8f671c65fa41ad36f4a027940ae0c1 https://doi.org/10.1080/10528008.2016.1255561 Zobrazit plný text záznamu