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The Role of Accounting and Marketıng in Calculating Customer Lifetime Value on Key Account Management in B2B/Industrial Markets

Author

Listed:
  • Ekergil, Vedat

    (Anadolu University)

  • Ersoy, Nezihe Figen

    (Anadolu University)

Abstract

Customer lifetime value is a concept which many academics and in practice many marketing managers are working on for a long time. The main objective of the customer lifetime value is to determine the degree of importance of customers for the company. Answers of questions such as; how much the company should invest to which customer, what kind of marketing strategies should it prefer for which customer and which campaigns should it organize; can be determine by calculating the customer lifetime value. Many academics have proposed several models for the calculation of Customer lifetime value. But there is not any judgement in the literature about which types of models provide superior results. The purpose of this study is to create a cluster between customers with examining some of the models deemed suitable for the selected sector in the literature, result of the calculations, using the same database and variables.

Suggested Citation

  • Ekergil, Vedat & Ersoy, Nezihe Figen, 2016. "The Role of Accounting and Marketıng in Calculating Customer Lifetime Value on Key Account Management in B2B/Industrial Markets," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 7(4), pages 159-180, October.
    • Handle: RePEc:ris:buecrj:0254
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    More about this item

    Keywords

    Customer; Customer Lifetime Value; Key Account; Accounting of Marketing; Segmentation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M40 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - General
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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