TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CUSTOMER EQUITY: THE REAL VALUE OF A CUSTOMER | ||||||||||||
| Autor(es): |
DANIEL MONTICO SIMAS |
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| Colaborador(es): |
DANIEL KAMLOT - Orientador |
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| Catalogação: | 21/FEV/2003 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=3251@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=3251@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.3251 | ||||||||||||
| Resumo: | |||||||||||||
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After focused, in the last decade, its strategies on the
brand equity, which was used to conquer customers, the
companies of the new millennium have a new challenge:
develop the value of these customers. This recent concept,
applied in the marketing s field, is the new focus of the
organizations, which means the lifetime value of a customer
to a company and not just what is his value today. It
started to be an important parameter to measure the
business, more than the market share. Calculate how much is
the customer s value helps in the improvement of planning
the strategies to achieve the success. This research
identifies ways to know which is the customer s real value
and how does it affects the decisions taken, also, it shows
to the company of the 21st century how to increase and
develop its new focus.
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