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Zarządzanie wartością klienta. Próba charakterystyki

100%
Doligalski T.
Marketing i Rynek
|
2013
|
vol. 20
|
issue 6
2-8
PL
Zarządzanie wartością klienta to podejście zarządcze traktujące klientów jako zasób firmy, którego wartość się mierzy i zwiększa poprzez organizację procesów wokół relacji z nimi. W artykule podjęto próbę charakterystyki tego podejścia, wyróżniając jego siedem wymiarów i przedstawiając możliwości aplikacyjne w różnych kontekstach rynkowych.
EN
Customer value management is a managerial approach, in which customers are perceived as the company’s asset, the value of which may be measured and increased through organisation of the processes around customer relationships. The goal of the article is to characterize the concept by distinguishing its seven dimensions and to present its application capabilities in different market contexts.
2
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The designing of customer management strategies using ICT tools in Pure Jatomi

80%
Idzikowski W., Cieśliński W. B.
Informatyka Ekonomiczna
|
2014
|
issue 4(34)
85-100
EN
The article presents the model of designing a customer management strategy using business ICT tools within a global sports association named Pure Jatomi. First, the basic categories essential for reaching a target of the project are explained (this section presents the results of literature analysis).Next, the general model of designing a customer management strategy (shown as a process map as well, developed on the basis of results of empirical investigation) is shown. Finally, ICT tools which enable acceleration of CLV growth (CLV = Customer Lifetime Value) are presented.
3
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Concept of customer value management as opposed to development and growth of brand equity

61%
Bartosz P.
Organizacja i Zarządzanie : kwartalnik naukowy
|
2017
|
vol. nr 4
5--26
EN
An academic dependency model between the customer value management and development and growth of brand equity has been laid down in this article. Moreover, recommendations regarding upcoming empirical studies have been made, in order to verify the model.
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