Customer Lifetime Value (CLV) is an established relationship marketing-centric approach to evaluating the significance of a customer, and what resources should be allocated towards maintaining relations – beyond short-term transactional views. The conceptual argument presented in this paper contributes one very simple, yet significant argument, which is both transactional and relational. Namely, a large portion of humanity believes in a life beyond current existence – the Afterlife. Therefore, death in the psyche of such a person does not terminate benefit seeking, and there is value in the afterlife. The aim here, is to refine value-based calculations, drawing from varying religious perspectives: reincarnation, heaven, and enlightenment, amongst others.
Proceedings - Global Islamic Marketing Conference (gimc) 2011, 2011