Customer's profitability: Methodological approaches
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F44555601%3A13510%2F11%3A43883344" target="_blank" >RIV/44555601:13510/11:43883344 - isvavai.cz</a>
Result on the web
<a href="https://www.promote.cz/lef/sekce/LEF_2011.pdf" target="_blank" >https://www.promote.cz/lef/sekce/LEF_2011.pdf</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Customer's profitability: Methodological approaches
Original language description
In terms of global economic development the role of customer portfolio for an enterprise has been emphasized. There are different approaches how to evaluate the customer portfolio, starting from Customer Life Time models, Retention and Migration models,RFM models and Capital Asset Pricing model to models based on activity and costs to serve. Although the idea that marketing should be concerned with the profitability of individual customers is not new, insufficient situation occurs both in theoretical and practical approaches. Marketing is entering a stage where investment and returns can be credibly measured and indeed marketing functions can be related to market capitalization and shareholder value creation. Also managers' ability (based on proper assessment) to construct an efficient customer portfolio can create a substantial competition advantage.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Liberec Economic Forum - Proceedings of the 10th International Conference
ISBN
978-80-7372-755-0
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
497-506
Publisher name
Technická univerzita v Liberci
Place of publication
Liberec
Event location
Liberec
Event date
Sep 19, 2011
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000300261200054