In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the modern marketing strategy. There is no doubt that CLV is one of the most important metrics to be considered in Customer Relationship Management and Relationship Marketing. It represents an instrument meant to enhance the client’s loyalty and to bring some clearance for the marketing strategies regarding the customer segmentation. At the same time, it is one of the most difficult to calculate. As part of this study, we explore how the concept is approached in the academic literature, the notoriety of the concept, the areas, and the topics with which it is associated. In this investigation, we are using WordStat and QDA Miner software applications for content analysis and text mining aiming to extract themes and trends regarding the approached topic from a significant number of academic articles.
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This article aims to identify the ways in which producers of traditional Romanian food promote and commercialize in the digital era. Romanian manufacturers of traditional products are hardworking people preoccupied with the quality of the products that they so dearly prepare, but who are struggling to keep up with the latest marketing trends and technologies regarding advertising and commerce. This research is part of an ampler project aimed at identifying and describing consumer behavior of traditional products. It endeavored to find common factors between consumer behavior and the manner in which producers manage to fulfill consumer needs. Therefore, this study is qualitative in nature, based on personal interviews. The results of this research will be disseminated to the producers involved in the study, in hopes of implementing the findings in their businesses. One finding that was particularly interesting is that although producers are reluctant to use new technologies in their activities, they are willing to learn or ask help from the young and skilled.
The study aims to provide a series of information that will contribute to the understanding of the concept of healthcare marketing and other associated concepts from the perspective of how research in the field has evolved. We aim to quantify the scientific interest in the field of healthcare marketing and to extract aspects that will contribute to a better understanding of the trends that characterize the specific vision of this topic. The research involves a bibliometric analysis, and the conduct of the study is based on the investigation of the academic literature from the Scopus and PubMed databases based on the PRISMA methodology. The study investigates 1077 papers published between 2000 and 2022. According to our study, the most productive countries in the field of healthcare marketing academic publications are the United States, the United Kingdom, and India. As research themes, the study revealed that customer/patient satisfaction, medical tourism, social marketing, and hospital-related marketing topics are highlighted based on cluster analysis of authors keywords. We also discuss the significant lack of research to clarify the use of the concepts such as patient/client/customer in healthcare marketing and to understand the role of prevention services as essential in sustainable healthcare.
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