VREDNOST POTROŠAČA U FUNKCIJI OSTVARIVANJA KONKURENTSKE PREDNOSTI

The new economic reality, which is shaped by world economic crisis, imposes savings and spending cuts. In such an environment, marketing activities seeks to maximize the value of the consumer. One of the widely used model is the model of consumer lifetime value (CLV), which is the total value that consumers have for a particular company. This paper analyzes the different applications CLV model, which in practice can be used for market segmentation and a more efficient allocation of resources to attract, retain and crossselling.