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Bradley DoughertyMKT 3253Dr. PettyOctober 14th, 2016Chapter 14 Homework1. Explain what is meant by Customer Lifetime Value. How does this formula benefit the direct marketer? (LO4)2. A study by the Harvard Business School has shown that e-mail marketing is much more effective than traditional direct mail in that it provides a much greater return on investment (ROI). Explain some of the reasons why this would be. (LO4).3. Direct marketing has been an effective tool for marketers for a long time. Provide some reasons why direct marketing has been so effective. Do you think this trend will continue? (LO1)