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Research oriented toward building Customer Lifetime Value

Summary/Abstract: Contemporary marketing has to be oriented toward Customer Lifetime Value management. A growing competition increases the necessity to better understand customers’ changing needs, and particularly their motivation. There appears the necessity of conducting research oriented toward Customer Lifetime Value analysis. Carrying out the research enables the identification and search for variables forming Customer Lifetime Value, and it is an essential source of hints and grounds for creating value for customers. A particular role in this scope is ascribed to the quality research which explains and enables to understand the analyzed phenomena.

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