Question: Q5. Customer lifetime value (CLV) is defined as the total monetary value of a customer relationship over the whole period of the relationship with the

Q5. Customer lifetime value (CLV) is defined as

Q5. Customer lifetime value (CLV) is defined as the total monetary value of a customer relationship over the whole period of the relationship with the company. Discuss the determinants of CLV, critically evaluate why this metric is important in marketing planning and, with examples, explain actions marketers can take to maximise CLV

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