The difference between customer lifetime value and customer equity is that
A. customer lifetime value looks at specific target markets.
B. customer lifetime value focuses on purchases over the next year, while customer equity takes into account a longer time horizon.
C. customer equity reflects the total stream of purchases that a customer could contribute to a company over the length of the relationship.
D. customer equity takes a financial approach where customer lifetime value does not.
E. customer equity takes into account a firm's current and future customers and the costs associated with each.
Answer: E
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