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Customer acquisition cost and customer lifetime value of associations members for a communications plan to increase Edp comercial new business through these associations and other stakeholders

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Resumo:This Work Project entails the objective of analyzing the impact of a marketing campaign proposed to EDP through two additional financial metrics and the relationship between them. By starting with an in-depth literature review of Customer Lifetime Value and Customer Acquisition Cost, the project follows a quantitative study of the concepts by calculating both metrics for two different types of clients: the Association, that works as a mean to gather members as clients, and a member of the Association, to whom EDP can choose to target directly. Conclusions sum up the practical acknowledgements generated through the theoretical study carried out.
Autores principais:Duarte, Jaime Furtado
Assunto:Costumer value Firm value Customer acquisition cost Customer lifetime value CEMS MIM
Ano:2023
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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