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Managing Customer Profitability in a Saturated and Competitive Market: A Systematic Approach

Managing Customer Profitability in a Saturated and Competitive Market: A Systematic Approach

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  • ISBN-13: 9783844307399
  • Publisher: LAP LAMBERT Academic Publishing
  • Release Date: Feb 11, 2011
  • Pages: 92 pages
  • Dimensions: 0.21 x 8.66 x 5.91 inches

Overview

In a saturated and competitive market, the dynamic nature of customers' behavior increases the unsteadiness and unpredictability of customer profitability, making marketing planning and tactics development inefficient and ineffective. This book provides a framework of Customer Profitability Management (CPM) and its implementation that enables a firm to be more responsive to customer needs and facilitates the growth of customer equity.

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