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

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Abstract:

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.

Info:

Periodical:
International Letters of Social and Humanistic Sciences (Volume 46)
Pages:
99-108
DOI:
https://doi.org/10.18052/www.scipress.com/ILSHS.46.99
Citation:
M. Safari, "Customer Lifetime Value Analysis to Profitability Management: A Framework to Strategic Marketing", International Letters of Social and Humanistic Sciences, Vol. 46, pp. 99-108, 2015
Online since:
January 2015
Authors:
Mohammad Safari
Keywords:
Customer Lifetime Value, Customer Profitability Management, Strategic Marketing
Export:
RIS, BibTeX, Text
Distribution:
Open Access

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This work is licensed under a
Creative Commons Attribution 4.0 International License

References:

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