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Strategická hodnota zákazníka jako základ diferencovaného 1-to-1 marketingu.
Year: 2004
Type of publication: článek ve sborníku
Name of source: Sborník z 10. národní vědecké konference s mezinárodní účastí Akademická Dubnica 2004
Publisher name: Slovenská technická univezita v Bratislave, Materiálovotechnologická fakulta v Trnave, Detašované pracovisko MtF STU Dubnica nad Váhom
Place: Dubnica nad Váhom
Page from-to: 331-334
Titles:
Language Name Abstract Keywords
cze Strategická hodnota zákazníka jako základ diferencovaného 1-to-1 marketingu. This paper deals with strategic customer value as basis for differentiated 1-to-1 marketing. It shows that the dynamic changes in market environment call for changes in ways of care about customers. It is not effective to manage the customer care system according to contemporary profitability of customers but it is necessary to differentiate this system according to strategic customer value of each customer. 1-to-1 marketing, diferencovaný systém péče o zákazníky, strategická hodnota zákazníka
eng Strategic Customer Value as a Basis of Differentiated One-to-One Marketing. This paper deals with strategic customer value as basis for differentiated 1-to-1 marketing. It shows that the dynamic changes in market environment call for changes in ways of care about customers. It is not effective to manage the customer care system according to contemporary profitability of customers but it is necessary to differentiate this system according to strategic customer value of each customer. 1-to-1 marketing, differentiated customer care system, strategic customer value

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