TITLE

CUSTOMER PROFITIBILITY

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
December 1999
SOURCE
Marketing Management;Winter99, Vol. 8 Issue 4, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the concept of customer profitability and its importance in understanding and managing customers of business enterprises. Measurement of customer profitability requires the definition of the customer, the calculation of the revenue and costs related to each customer and combining these factors into a project profitability for each customer. This concept is difficult to implement because it runs counter to the usual focus on marketing the product, promotion and market share. It is important that organization realize the benefits from the customer-focused strategy.
ACCESSION #
2795271

 

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