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| Mjerenje vrijednosti robne marke× | Vrijednost životnog vijeka kupca× | |
|---|---|---|
| Područje | Marketing | Marketing |
| Obitelj | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1991 | 1996 |
| Tvorac≠ | David A. Aaker | Robert Blattberg and John Deighton |
| Vrsta≠ | Measurement framework | Financial modeling methodology |
| Temeljni izvor≠ | Aaker, D. A. (1991). Managing Brand Equity. Free Press. ISBN: 978-0029001110 | Blattberg, R. C., Getz, G., & Thomas, J. S. (2001). Customer Equity: Building and Managing Relationships as Assets. Harvard Business School Press. ISBN: 978-0875847191 |
| Drugi nazivi≠ | Brand Valuation, Brand Strength Assessment | CLV, LTV, Customer Value |
| Srodne | 5 | 5 |
| Sažetak≠ | Brand Equity Measurement is a comprehensive framework developed by David Aaker in 1991 for quantifying and assessing the value that a brand name adds to a product or service. It provides organizations with methods to understand how consumers perceive their brand across multiple dimensions, enabling better strategic decision-making and resource allocation. | Customer Lifetime Value (CLV) is a financial metric that quantifies the total profit a company expects to generate from its relationship with a customer over the entire duration of that relationship. Developed through work by Blattberg, Getz, and Thomas in the 1990s-2000s, CLV integrates acquisition costs, purchase behavior, retention rates, and margin information to estimate the net present value of each customer. |
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