Koszty a efekty pozyskiwania i utrzymywania nabywców
Every business is related first with customer acquisition and next with customer retention. This paper examines relationships between costs and effects in these processes. During customer acquisition firms try to increase the willingness to buy and the ability to buy. Retention is connected with activities focused on increasing customer loyalty or inertia. Acquisition and retention requires using marketing instruments at different costs and effects. In analysing above problems a category of customer value was mentioned and final model of relationships proposed.