Marketing activities of enterprises to increase customer value

• Autorzy: Krzepicka Alicja Katarzyna

Identyfikatory

DOI

10.29119/1641-3466.2024.192.42

• Języki publikacji: EN

Abstrakty

EN

Purpose: The purpose of the article is to present, based on source materials and market observations, what marketing activities companies implement to increase customer value. This is because today having a product or service desired by customers does not guarantee success. Marketing practitioners must identify the right media and messages through which to convey to customers what they want to know about them. Mass marketing practitioners especially need to identify well a target market that is both worthy of entry (from the point of view of sales volume and profits) and vulnerable (from the point of view of communication). Design/methodology/approach: The purpose of the article was realized based on the analysis of literature sources and market observations. Findings: Good customer relations are a company's most important potential. An important task is to identify profitable customers and use them effectively. For future development, it is important to establish in the company such a way of determining customer value that takes into account all relevant factors from the point of view of customer value. Practical implications: The topics described in the article can be a source of valuable inspiration for companies interested in building customer value through appropriate selection and alignment of marketing activities. Originality/value: The author draws attention to current and important issues occurring in the process of building customer value.

Słowa kluczowe

EN

marketing; marketing activities; value; customer; customer value

PL

marketing; działalność marketingowa; wartość; klient; wartość klienta

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2024
• Tom: z. 192
• Strony: 673--680
• Opis fizyczny: Bibliogr. 14 poz.

Twórcy

autor

Krzepicka Alicja Katarzyna

• SGH Warsaw School of Economics

Bibliografia

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