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Safari Mohammad (Faculty of Management, University of Tehran, Iran)
Customer Lifetime Value Analysis to Profitability Management: A Framework to Strategic Marketing
International Letters of Social and Humanistic Sciences (ILSHS), 2015, vol. 5, s. 99-108, bibliogr. 38 poz.
Słowa kluczowe
Marketing strategiczny, Relacje z klientami, Wyniki badań
Strategic marketing, Relationships with customers, Research results
The more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. Nowadays most of corporations and firms in the world, including manufacturers and servicers, increasingly gain their incomes and profits through constructing and maintaining long-term relationship with customers. The move towards a customer-centered approach to marketing, coupled with the increasing availability of customer transaction data, has led to an interest in understanding and estimating customer lifetime value (CLV). Furthermore as marketing endeavours to be more accountable, the need of tools and models for measuring and evaluating efforts and investments that accomplish in marketing extent, is felt. This research aimed to present a framework to analysis customer lifetime value in order to strategic marketing practices. (original abstract)
Pełny tekst
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