Question: Read: Kumar, V., Venkatesan, R., Bohling, T., & Beckmann, D. (2008). The power of CLV: Managing customer lifetime value at IBM. Marketing Science (Providence, R.I.),

Read: Kumar, V., Venkatesan, R., Bohling, T., & Beckmann, D. (2008). The power of CLV: Managing customer lifetime value at IBM. Marketing Science (Providence, R.I.), 27(4), 585-599. doi:10.1287/mksc.1070.0319

Then answer the following questions:-

What are the three aspects required to calculate CLV for a business? (p588) What exchange characteristics were identified for IBM to leverage CLV? (p589) What do you notice about the current versus optimal value strategies for IBM in each of the segments in the Table 5 matrix on p593? What are the organisational challenges to CLV implementation identified in the study, and the recommended steps to overcome these challenges? (p595/p596).

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