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Applications of Modern Marketing Concepts

Author

Listed:
  • Darina Pavlova

    (University of Economics - Varna)

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.

Suggested Citation

  • Darina Pavlova, 2018. "Applications of Modern Marketing Concepts," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 7(1), pages 96-101, October.
    • Handle: RePEc:vra:journl:v:7:y:2018:i:1:p:96-101
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    File URL: http://www.su-varna.org/izdanij/2018/EconomicSciencesSeries_2018_1/96-101.pdf
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    More about this item

    Keywords

    customer equity; customer engagement; brand; product; CRM; price;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • D2 - Microeconomics - - Production and Organizations
    • D4 - Microeconomics - - Market Structure, Pricing, and Design

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