Applications of Modern Marketing Concepts

Darina Pavlova ()
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Darina Pavlova: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2018, vol. 7, issue 1, 96-101

Abstract: The success of any business depends on its ability to maintain and develop its customer base. In this sense, the purpose of this paper is to reveal modern concepts for maintaining profitable customer relationships. Different aspects of customer equity and customer engagement concepts, as well as customer lifetime value, are presented. The author presents his views on a toolbox that reflects the level of client-to-customer relationship and provides guidance on how to use it. The application of the developed toolkit would help to increase the value of customers for the company.

Keywords: customer equity; customer engagement; brand; product; CRM; price (search for similar items in EconPapers)
JEL-codes: D1 D2 D4 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vra:journl:v:7:y:2018:i:1:p:96-101

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