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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Calculation methods for the Customer Lifetime Value and its application in the cosmetics industry
 Baraniaková, Júlia ; Karlíček, Miroslav (advisor) ; Rožek, Jan (referee)
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.
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