What is the definition of self indicator

Presentation and importance of customer lifetime value in business-to-business marketing

Effective Customer Relationship Management pp 227-262 | Cite as


Customer Relationship Management shapes the entire life cycle of a business relationship with customers. In the meantime, however, the focus is clearly on the post-purchase phase. Because for the sustainable success of a company, it is important not only to get customers to buy their own product range for the first time, but to win them over to a provider for loyal repeat purchases at regular, as short intervals as possible. And whether it comes to that depends crucially on the post-purchase phase.

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© Gabler | GWV Fachverlage GmbH, Wiesbaden 2008

Authors and Affiliations

  1. 1. Gelsenkirchen University of Applied Sciences, Germany