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2014, vol. 45, br. 2, str. 113-130
Razvojni aspekt koncepta 'životna vrednost potrošača'
Megatrend Univerzitet, Beograd

e-adresavmilanovic@megatrend.edu.rs, abucalina@megatrend.edu.rs
Projekat:
Projekat Ministarstva nauke Republike Srbije, br. III 4503
Razvoj novih informaciono-komunikacionih tehnologija, korišćenjem naprednih matematičkih metoda, sa primenama u medicini, telekomunikacijama, energetici, zaštititi nacionalne baštine i obrazovanju (MPNTR - 44006)

Ključne reči: životna vrednost potrošača; profitabilnost potrošača; vrednost potrošača za kompaniju; marketing odnosa
Sažetak
U ovom radu smo predstavili jedan pravac razvoja koncepta 'vrednost potrošača', oslanjajući se na rezultate dosadašnjih istraživanja modela izračunavanja životne vrednosti potrošača (CLVCustomer Lifetime Value) koji su prezentovani u naučnim časopisima. Evoluciju koncepta 'životna vrednost potrošača' smo posmatrali u kontekstu marketinga odnosa i upravljanja odnosima sa potrošačima. Cilj rada je da predstavi domete u razvoju ovog koncepta od 1980. godine do danas, da podstakne domaću naučnu i stručnu javnost na dalja istraživanja modela izračunavanja životne vrednosti potrošača, i menadžment kompanija na primenu ovih modela u proceni životne vrednosti potrošača i vrednosti svih potrošača za kompaniju (CE-Customer Equity).
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1402113M
objavljen u SCIndeksu: 06.08.2014.

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