The allocation of promotion budget to maximize customer equity

Berger, Paul D.; Bechwati, Nada Nasr

doi:10.1016/s0305-0483(00)00023-2

Cited by 136 publications

(88 citation statements)

References 22 publications

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“…Interes svake kompanije je da privuče nove 4 , zadrži postojeće potrošače i poveća prodaju (unakrsnom prodajom ili dodatnom prodajom). To čine putem Novim potrošačima se smatraju potpuno novi potrošači i potrošači-povratnici.…”

Section: Merenje Uticaja Marketing Aktivnosti Na Sticanje Potrošačaunclassified

The development of the 'customer lifetime value' concept

Milanovic¹,

Bucalina²

2014

Marketing

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Section: Merenje Uticaja Marketing Aktivnosti Na Sticanje Potrošačaunclassified

The development of the 'customer lifetime value' concept

Milanovic¹,

Bucalina²

2014

Marketing

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“…To date, the primary focus of research has centered on the impact of customer relationship performance from the perspective of organizations and customers' behavior. From the organization part, previous studies found out that customer relationship management can improve customer data and develop customer-centric (Seeman and O 'Hara, 2006;Bose, 2002;Tan et al, 2002;Wells et al, 1999;Berger and Bechwati, 2000;Mithas et al, 2005;Kim et al, 2003). CRM has revealed many aspects that closely resemble the TQM approach since the core focus is on customer, participation and teamwork and also continuous improvement on learning (Curry and Kklou, 2004).…”

Section: Introductionmentioning

confidence: 99%

International Journal of Business and Management, Vol. 4, No. 12, December 2009, all in one PDF file

IJBM¹

2009

IJBM

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The European Community Regulation No. 1606/2002 required all EU listed companies to prepare their consolidated financial statements in accordance with IFRS as from 1 January 2005. This paper studies the impact of the IFRS mandatory adoption in a typical code-law European country such as Italy. It aims to investigate how and whether the accounting information quality changes following IFRS implementation. The focus is on value relevance which is considered as one of the basic attributes of accounting quality. An empirical analysis is performed on a sample of 960 firm-year observations concerning Italian listed companies observed from 2002 to 2007. Results confirm the expected overall increase in the value relevance under IFRS. The research also documents changes in Italy's country-specific factors in the period surrounding IFRS adoption that may contribute to an improvement in accounting quality. Such a concern is consistent with previous literature supporting the idea that accounting quality does not depend only on the high quality of accounting standards, but it is also a function of the country's complex institutional setting.

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“…For this purpose we should have a promotion plan (Berger, 2001). In this article, in order to have an influence and effect on the target markets of corporative banking, we have investigated and prioritized the promotion mix for the corporative banking customers in EGHTESADE NOVIN bank.…”

Section: Introductionmentioning

confidence: 99%

Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

Aghaei¹,

Lotfi²,

Armakan³

2016

MAS

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Among the mixed components of marketing, decisions regarding the promotion tools are very important due to their direct and rapid effect on the target market. With regard to the implementation of new models of banking business in recent years in Iran, the purpose of this research is to priorities the promotion mixas antecedent of integrated marketing communication and strongtools in order to influence the target market of corporative banking customers. The objective of promotion mix in the research emphasized the Increase sales volume, attract new customers, grow market share, enhance brand image, strengthen brand loyalty and increase profitability in the long term. For this purpose, with the help of marketing experts and using models of Multiple Criteria Decision Making (MCDM) methods such as AHP, TOPSIS, SAW, ELECTREand using Entropy weighting methods we have prioritized the components of promotion based on business goals. Finally, according to the fact that using the mentioned models had different results, we used the geometric mean of rates methodin finalized the finding ranking. According to the achieved finding, the different elements in order of priority to meet theconsidered business objectives in this studyinclude sales promotion, direct sales by the account managers, public relations and advertising, Objectives or ratings' criteria.The finding illustrated that although ads are most effective in strengthening the brand, but the other two elements of personal selling and close sales promotion also has the most influence on corporative banking customers.The results of research shows that the most important instruments in advertising is television, in public relations is holding professional seminars for various industries, in advancing the sales is discount in the loan interest rate and fees, and in the in person sales also is verbal marketing by account managers of corporative banking.

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The allocation of promotion budget to maximize customer equity

Cited by 136 publications

References 22 publications

The development of the 'customer lifetime value' concept

The development of the 'customer lifetime value' concept

International Journal of Business and Management, Vol. 4, No. 12, December 2009, all in one PDF file

Evaluation and Priorities the Promotion Mix Elements for Corporate Banking Customers Using MCDM Methods In Eghtesade Novin Bank

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