Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/76799 
Erscheinungsjahr: 
2013
Quellenangabe: 
[Journal:] jbm - Journal of Business Market Management [Volume:] 6 [Issue:] 2 [Publisher:] Freie Universität Berlin, Marketing-Department [Place:] Berlin [Year:] 2013 [Pages:] 91-106
Verlag: 
Freie Universität Berlin, Marketing-Department, Berlin
Zusammenfassung: 
The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is based on data from a hardware components PC B2B company and suggests that there is a potential for increased sales and CLVs when managers design resource allocation rules that maximize CLV. Managers can use the authors' framework to distribute marketing resources efficiently across customers and when choosing between different promotional activities.
Schlagwörter: 
marketing performance
customer lifetime value
marketing budgets
resources allocation
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by-nd Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
391.66 kB





Publikationen in EconStor sind urheberrechtlich geschützt.