IDEAS home Printed from https://ideas.repec.org/a/prg/jnlcbr/v2014y2014i2id82p28-35.html
   My bibliography  Save this article

Customer Lifetime Value as the 21st Century Marketing Strategy Approach

Author

Listed:
  • Jan Rožek
  • Miroslav Karlíček

Abstract

Many studies show that marketing has recently lost its strategic position within companies. Customer Lifetime Value represents a relatively new approach to reestablishing marketing's position as the core management instrument in market driven companies. The main goal of this paper is to summarize the current development and basic principles of the Customer Lifetime Value conceptual model, which sets customers back into the position of key company assets. The paper presents findings that prove the need for a marketing focus change in order to be able to properly manage customer relationships and secure a company's long-term sustainable development.

Suggested Citation

  • Jan Rožek & Miroslav Karlíček, 2014. "Customer Lifetime Value as the 21st Century Marketing Strategy Approach," Central European Business Review, Prague University of Economics and Business, vol. 2014(2), pages 28-35.
  • Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:2:id:82:p:28-35
    DOI: 10.18267/j.cebr.82
    as

    Download full text from publisher

    File URL: http://cebr.vse.cz/doi/10.18267/j.cebr.82.html
    Download Restriction: free of charge

    File URL: http://cebr.vse.cz/doi/10.18267/j.cebr.82.pdf
    Download Restriction: free of charge

    File URL: https://libkey.io/10.18267/j.cebr.82?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hasebur Rahman, 2013. "Customer Satisfaction and Loyalty: A Case Study from the Banking Sector," Central European Business Review, Prague University of Economics and Business, vol. 2013(4), pages 15-23.
    2. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    3. Miroslav Karlíček & Ivan Tomek & Miroslav Křížek, 2010. "Word-of-Mouth Marketing: An Integrated Model," Ekonomika a Management, Prague University of Economics and Business, vol. 2010(3).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Haugland, Sven A. & Myrtveit, Ingunn & Nygaard, Arne, 2007. "Market orientation and performance in the service industry: A data envelopment analysis," Journal of Business Research, Elsevier, vol. 60(11), pages 1191-1197, November.
    2. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    3. repec:dgr:rugsom:02b13 is not listed on IDEAS
    4. Ebrahim Karimi & Mahmoud Rafiee, 2014. "Analyzing the Impact of Supply Chain Management Practices on Organizational Performance through Competitive Priorities (Case Study: Iran Pumps Company)," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(1), pages 1-15, January.
    5. Sanjay K. Jain & Parul Goel & Sonali Jain, 2024. "Understanding Consumer Sentiments Towards Marketing: An Investigation in Indian Context," Vision, , vol. 28(2), pages 210-224, April.
    6. P.K.A. Ladipo & A. Ganiyu Rahim & C. Abayomi Oguntoyibo & I. Olatunji Okikiola, 2016. "Market Orientation and Business Performance: a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 2(4), pages 98-119, December.
    7. Jane Wenzhen Lu & Yuanyang Song & Mengmeng Shan, 2018. "Social trust in subnational regions and foreign subsidiary performance: Evidence from foreign investments in China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(6), pages 761-773, August.
    8. Javalgi, Rajshekhar G. & Hall, Kenneth D. & Cavusgil, S. Tamer, 2014. "Corporate entrepreneurship, customer-oriented selling, absorptive capacity, and international sales performance in the international B2B setting: Conceptual framework and research propositions," International Business Review, Elsevier, vol. 23(6), pages 1193-1202.
    9. Kok, Robert A.W. & Hillebrand, Bas & Biemans, Wim G., 2002. "Market-oriented product development as an organizational learning capability: findings from two cases," Research Report 02B13, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    10. Tatiana Beliaeva & Galina Shirokova & William Wales & Elena Gafforova, 2020. "Benefiting from economic crisis? Strategic orientation effects, trade-offs, and configurations with resource availability on SME performance," International Entrepreneurship and Management Journal, Springer, vol. 16(1), pages 165-194, March.
    11. Ho, Joanne & Plewa, Carolin & Lu, Vinh Nhat, 2016. "Examining strategic orientation complementarity using multiple regression analysis and fuzzy set QCA," Journal of Business Research, Elsevier, vol. 69(6), pages 2199-2205.
    12. Cagri Bulut & Cengiz Yilmaz & Lutfihak Alpkan, 2009. "Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(2), pages 513-538.
    13. Ellis, Paul D., 2010. "International trade intermediaries and the transfer of marketing knowledge in transition economies," International Business Review, Elsevier, vol. 19(1), pages 16-33, February.
    14. Morgan, Todd & Anokhin, Sergey Alexander & Wincent, Joakim, 2019. "New service development by manufacturing firms: Effects of customer participation under environmental contingencies," Journal of Business Research, Elsevier, vol. 104(C), pages 497-505.
    15. Morgan, Todd & Anokhin, Sergey Alexander, 2020. "The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies," Journal of Business Research, Elsevier, vol. 113(C), pages 129-138.
    16. Dev K. Dutta & Vishal K. Gupta & Xiujian Chen, 2016. "A Tale of Three Strategic Orientations: A Moderated-Mediation Framework of the Impact of Entrepreneurial Orientation, Market Orientation, and Learning Orientation on Firm Performance," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 24(03), pages 313-348, September.
    17. Naranjo-Gil, David & Hartmann, Frank, 2007. "Management accounting systems, top management team heterogeneity and strategic change," Accounting, Organizations and Society, Elsevier, vol. 32(7-8), pages 735-756.
    18. Jörg Freiling & Christoph Lütke Schelhowe, 2014. "The Impact of Entrepreneurial Orientation on the Performance and Speed of Internationalization," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 10(4), pages 169-199.
    19. Gurjeet Kaur & Shruti Gupta, 2012. "Business Orientation of Indian Consumer Banking," Global Business Review, International Management Institute, vol. 13(3), pages 481-507, October.
    20. Majed Barjas G. Alotaibi & Yabin Zhang, 2017. "The relationship between export market orientation and export performance: an empirical study," Applied Economics, Taylor & Francis Journals, vol. 49(23), pages 2253-2258, May.
    21. Ashiqur Rahman & Mehmet Civelek & Ludmila Kozubíková, 2016. "Proactiveness, Competitive Aggressiveness And Autonomy: A Comparative Study From The Czech Republic," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 11(3), pages 631-650, September.

    More about this item

    Keywords

    Customer Lifetime Value; Customer Equity; Customer Relationship; Customer Lifecycle;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:2:id:82:p:28-35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stanislav Vojir (email available below). General contact details of provider: https://edirc.repec.org/data/uevsecz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.