14
Reporting results
In this chapter, we oscillate between the ideal and reality. In Section 14.1 we will examine the theoretically desirable definition of lifetime value, but will then quickly describe the methods which are used to calculate this value in practice. In Section 14.2, we will describe the ideal image, yet will not neglect to report the several steps that have already been taken to achieve it. Finally, the manner in which the balanced scorecard may be interpreted will be discussed in Section 14.3.
In this chapter we will address the following questions
- How to evaluate the final result of the relationship marketing activities.
- How to define and calculate the economic customer value: the lifetime value.
- What is non-economic customer ...
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