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master's thesis
Životna vrijednost kupaca
2016. urn:nbn:hr:211:395664
Pomper, Petra
University of Zagreb
Faculty of Organization and Informatics
Department of Economics

Cite this document

Pomper, P. (2016). Životna vrijednost kupaca (Master's thesis). Varaždin: University of Zagreb, Faculty of Organization and Informatics. Retrieved from https://urn.nsk.hr/urn:nbn:hr:211:395664

Pomper, Petra. "Životna vrijednost kupaca." Master's thesis, University of Zagreb, Faculty of Organization and Informatics, 2016. https://urn.nsk.hr/urn:nbn:hr:211:395664

Pomper, Petra. "Životna vrijednost kupaca." Master's thesis, University of Zagreb, Faculty of Organization and Informatics, 2016. https://urn.nsk.hr/urn:nbn:hr:211:395664

Pomper, P. (2016). 'Životna vrijednost kupaca', Master's thesis, University of Zagreb, Faculty of Organization and Informatics, accessed 21 February 2025, https://urn.nsk.hr/urn:nbn:hr:211:395664

Pomper P. Životna vrijednost kupaca [Master's thesis]. Varaždin: University of Zagreb, Faculty of Organization and Informatics; 2016 [cited 2025 February 21] Available at: https://urn.nsk.hr/urn:nbn:hr:211:395664

P. Pomper, "Životna vrijednost kupaca", Master's thesis, University of Zagreb, Faculty of Organization and Informatics, Varaždin, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:211:395664

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Metadata
TitleŽivotna vrijednost kupaca
Title (english)Lifetime value of customers
AuthorPetra Pomper
MentorDamir Dobrinić (mentor)
MBZ: 215903
Committee memberIva Gregurec
MBZ: 301524
GranterUniversity of Zagreb
Faculty of Organization and Informatics
(Department of Economics)
Varaždin
Defense date and country2016-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Organization and Informatics
Abstract
U radu je objašnjena životna vrijednost kupaca, načini izračuna životne vrijednosti kupaca te je navedeno nekoliko primjera. Pomoću životne vrijednosti kupaca poduzeće saznaje kolika je profitabilnost njegovih kupaca, odnosno koliko određeni kupac vrijedi za poduzeće. Objašnjeni su važni pojmovi vezani uz životnu vrijednost kupaca, poput segmentacije kupaca, targetiranja i korištenja marketinških baza podataka kao preduvjet kreiranju uspješnih marketinških strategija. Provedena je analiza životne vrijednosti kupaca u praksi hrvatskih poduzeća te je naveden primjer korištenja životne vrijednosti kupaca kod IBM-a.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:211:395664
Study programmeTitle: Economics of Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomike poduzetništva (magistar/magistra ekonomike poduzetništva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0) icon
Created on2017-01-27 08:50:14