Customer Lifetime Value Analysis to Profitability Management: A Framework to Strategic Marketing

• Autorzy: Mohammad Safari
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Strategic marketing; Relationships with customers; Research results

PL

Marketing strategiczny; Relacje z klientami; Wyniki badań

• Czasopismo: International Letters of Social and Humanistic Sciences (ILSHS)
• Rocznik: 2015
• Tom: 5
• Strony: 99--108

Twórcy

autor

Mohammad Safari

• Faculty of Management, University of Tehran, Iran

Bibliografia

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