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The book covers in detail the concept of Customer Lifetime Value through the review of the vast literature available on the topic. The importance of measuring CLV for enhancing the effectiveness of other marketing tools like market segmentation, customer satisfaction, loyalty and the concept of customer equity has been discussed in detail. Various metrics of calculating customer value are discussed and compared under both contractual as well as non-contractual situation so as to suggest the one which is most suitable. An insight is provided to the readers about the various challenges faced by an organisation in measuring the profitability of their customers. The book also discusses the importance of CLV in developing customer centric strategies and the implementation of CLV strategies in both B2B and B2C setting, thus enabling managers in bringing more accountability to huge marketing expenditure and also to make better business decisions.

Contents: 1. Overview of the Study. 2.Conceptual Framework of Customer Lifetime Value. 3.Models for Lifetime Value Calculation. 4. Research Methodology. 5. Calculation of Lifetime Value (LTV) of Customers. 6. Rank based Analysis. 7. Profitability as Segmentation Base. 8. CLV and Firm Value. 9. Profitability, Satisfaction and Loyalty. 10. Discussion and Implications. 11. Bibliography.

Contents: Preface. Introduction. 1. India’s Act East Policy-A Need for Enhancing Connectivity/Rashmi Bhure and Vidyadhar Malegaonkar. 2. Indian Diaspora in Malaysia/Vasundhara Mohan. 3. Challenges and Opportunities of Democracy in Myanmar/Sudhir Singh. 4. Using India’s Growing Soft Power in Act East Policy/Prakash Almeida. 5. India Acting-East: Re-Envisioning Foreign Policy, Re-Calibrating Diplomacy, Re-Imagining National Interest/Dattesh D. Parulekar. 6. Trans-Oceanic Security Architecture in Asia: Exploring the Rationale of India-US Partnership/ Vivek Mishra. 7. China and Regional Integration in South Asia: Lessons from the European Experience/B. Krishnamurthy. 8. China’s Creeping Invasion of South China Sea and India’s Response/P. G. Kamath. 9. India and Japan: Renewed Expectations for a Strategic Partnership/Amruta Deshmukh and Prachee Phadke. 10. Russia, China and Japan: Cooperation and Conflict/R.G. Gidadhubli. 11. India’s Role in the Multilateral Synergies in the Conservation of Tibetan River Systems/Sudhir B. Shetty. 12. Know Your Enemy and Adversary: Know the Fault Lines/D.B. Shekatkar. 13. China’s ‘New Normal’ and the Security Struggle betweenRising Powers/Rajiv Gupte. 14. China and Pakistan as the Adversaries of India: Recent Trends/Annpurna Nautiyal. 15. India’s China Policy under NDA II: Geopolitics at its Best/P. M. Kamath.

16. Dynamics of India-Vietnam (Non-Alliance) Strategic Partnership: The US Role/Jagmohan Meher. 17. Rebalancing with India/Sarosh Bana. 18. Nuclearization of the Korean Peninsula: A Threat to Security of the East Asian Community and India’s Initiatives under NDA II Government/B.N. Mehrish. 19. China as India’s Adversary/G. Ramachandram. 20. Security Engagement Against Non-traditional Maritime Challenges: Imperative for India’s Act East Policy/Kavita Sharma. Index.