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- Managing Customer Profitability in a Saturated and Competitive Market
Managing Customer Profitability in a Saturated and Competitive Market
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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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