How long is a lifetime?

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy.

How long is a lifetime?

Peter Rosenwald

No one lives for ever. That is especially true of customers. They come and go with increasing frequency, and 'loyalty' is a tenuous concept at best. No wonder that CRM (1) is the flavour of the marketing decade. In...

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