Issue 1, 2005

Arenkov I. A., Bichun Yu. A. Determination of Company’s Clients Base Value within the Framework of the Concept of Relationship Marketing

The goal of the article is the analysis of the models of determination of consumer’s value and company’s clients base value within the concept of relationship marketing. The thesis is made about the expediency of use of the parameter of consumer’s value and/or clients base value as the basis for the company’s acceptance of strategic and tactical decisions. The article examines the potential of use of the parameter of consumer’s value, which is calculated by means of the models shown, as the basis for acceptance of marketing decision for gain and maintenance of strong competitive position in the market.

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