The main goal of the diploma thesis is the description and comparison of existing methods for calculating the customer lifetime value at a firm. Second, minor goal is based on the comparison to choose a suitable method of calculation for an application in a real business unit. The used methodology contains detailed research of available foreign academic literature. Building on that a comparison of the methods based on selected criteria is conducted. Results of a questionnaire survey are used in the last chapter to provide specific sugestions for the possible marketing applications of CLV approach and calculation in a specific business unit.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193617 |
| Date | January 2013 |
| Creators | Baraniaková, Júlia |
| Contributors | Karlíček, Miroslav, Rožek, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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