a r t i c l e i n f o Keywords: Customer value assessment Customer value Process framework B2B markets Integrated solutions This paper examines the key processes and activities of customer value assessment in business-to-business (B2B) markets. Given that an increasing number of B2B firms are providing combinations of products and services, or integrated solutions, the present study examines cu...

The marketing literature has long acknowledged the importance of a customer’s lifetime value in customer relationship management. More recently, researchers have turned their attention to the links between satisfaction and both customer acquisition and retention strategies. In this paper, we study how to best communicate with a database of customers, taking into account that customers are able ...