Анализ и выбор модели клиентского капитала для контрактных взаимоотношений
Present economic situation demands from companies to assess effectiveness of all functions on continuing basis. Actually marketing appears to be the most complicated system for measuring effectiveness, it is caused by difficulty to estimate direct influence of marketing activity on financial results. This problem could be solved by using client equity, which is most appropriate for contractual relations. Analysis of existing approaches to customer equity calculations helped developing metric, which can be used as leading metric within marketing effectiveness measurement.