Marketing Management 02: What is your customer worth?

Customers, as important intangible assets of a firm, should be valued and managed. Although researchers have recently placed greater emphasis on customer relationships and customer lifetime value, these concepts have had limited impact on the business and investment community. This is due to a need for extensive data and complex modeling. Martin Boehm will address this issue and explain how to use publicly available information and a simple formula to estimate the lifetime value of a customer.