VREDNOST POTROŠAČA U FUNKCIJI OSTVARIVANJA KONKURENTSKE PREDNOSTI
CUSTOMER VALUE AS A FUNCTION OF COMPETITIVE ADVANDTAGE
Author(s): Goran DašićSubject(s): Economy
Published by: Naučno društvo za promociju i unapređenje društvenih nauka AKROASIS
Keywords: Consumers; Customer lifetime value; RFM method; Needs; Differentiation
Summary/Abstract: The new economic reality, which is shaped by world economic crisis, imposes savings and spending cuts. In such an environment, marketing activities seeks to maximize the value of the consumer. One of the widely used model is the model of consumer lifetime value (CLV), which is the total value that consumers have for a particular company. This paper analyzes the different applications CLV model, which in practice can be used for market segmentation and a more efficient allocation of resources to attract, retain and crossselling.
Journal: Socioeconomica - Naučni časopis za teoriju i praksu društveno-ekonomskog razvoja
- Issue Year: 2/2013
- Issue No: 3
- Page Range: 116-131
- Page Count: 16
- Language: Serbian