Publication detail

Hodnotové nástroje měření výkonnosti a CRM.

Authors: Pecinová Zuzana | Lošťáková Hana

Year: 2007

Type of publication: článek ve sborníku

Name of source: Finanční a logistické řízení 2007

Publisher name: Vysoká škola báňská-Technická univerzita Ostrava

Place: Ostrava

Page from-to: 219-223

Titles:

Language	Name	Abstract	Keywords
cze	Hodnotové nástroje měření výkonnosti a CRM.	In the paper the basic approaches to customer value to the firm estimation (based on customer lifetime value and net marketing contribution) are summarized. In the next part the possible ways of this concept employment are suggested in following tasks: performance measurement and management, firm value estimation and liquidity management.	hodnota zákazníka; celoživotní hodnota zákazníka; měření hodnoty; čistý marketingový příspěvek; měření výkonnosti
eng	Value Based Tools of Performance Measurement and CRM.	In the paper the basic approaches to customer value to the firm estimation (based on customer lifetime value and net marketing contribution) are summarized. In the next part the possible ways of this concept employment are suggested in following tasks: performance measurement and management, firm value estimation and liquidity management.	customer value; customer life-time value measurement; net marketing contribution; performance measurement

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