Jak měřit hodnotu zákazníka pro firmu?

Kód výsledku v IS VaVaI

RIV/00216275:25310/07:00005991 - isvavai.cz

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

How to Measure Customer Value to the Firm?

Popis výsledku v původním jazyce

The most successful marketing strategy in contemporary turbulent market environment is differentiated one-to-one marketing strategy ? differentiated CRM strategy. Application of this marketing strategy is based on using of different intensity of care about customers according to different customer value to the firm. Nowadays managers of mostly firms try to qualify the customer value to the firm only by means of customer?s sales, in some case by means of net margins of products purchased by customer. Although the major part of managers takes intuitively not only customers current benefits but their future potential into account, they do not try to quantify the customer value to the firm. This chapter deals with developing of the theoretical approach tothe estimation of customer value to the firm. On the basis of analysis and subsequent synthesis the possible approaches to customer value estimation are defined. From literature search emerged that the customer value to the firm should be

Název v anglickém jazyce

How to Measure Customer Value to the Firm?

Popis výsledku anglicky

The most successful marketing strategy in contemporary turbulent market environment is differentiated one-to-one marketing strategy ? differentiated CRM strategy. Application of this marketing strategy is based on using of different intensity of care about customers according to different customer value to the firm. Nowadays managers of mostly firms try to qualify the customer value to the firm only by means of customer?s sales, in some case by means of net margins of products purchased by customer. Although the major part of managers takes intuitively not only customers current benefits but their future potential into account, they do not try to quantify the customer value to the firm. This chapter deals with developing of the theoretical approach tothe estimation of customer value to the firm. On the basis of analysis and subsequent synthesis the possible approaches to customer value estimation are defined. From literature search emerged that the customer value to the firm should be

Druh

C - Kapitola v odborné knize

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

GA402/06/0577: Zvyšování výkonnosti podniků prostřednictvím diferencovaného řízení vztahů se zákazníky na bázi jejich aktuální a potenciální hodnoty pro podnik

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2007

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Logistic-Marketing Aspects of the Enterprise Management

ISBN

978-83-61118-00-8

Počet stran výsledku

364

Strana od-do

260-268

Počet stran knihy

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Název nakladatele

Sekcja Wydawnictw Wydzialu Zarzadzania Politechniki Czestochowskiej

Místo vydání

Czestochowa

Kód UT WoS kapitoly

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