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

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.