The implementation of customer profitability analysis : a case study

E.M. Raaij, van; M.J.A. Vernooij; S. Triest, van

doi:10.1016/S0019-8501(03)00006-3

The implementation of customer profitability analysis : a case study

E.M. Raaij, van, M.J.A. Vernooij, S. Triest, van

Innovation Technology Entrepreneurship and Marketing

Onderzoeksoutput: Bijdrage aan tijdschrift › Tijdschriftartikel › Academic › peer review

64 Citaten (Scopus)

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By using customer profitability analysis (CPA), firms can determine the profit contribution of customer segments and/or individual customers. This article presents an approach for the implementation of CPA. The implementation process is illustrated using a case study of a firm producing and selling professional cleaning products. The case study highlights specific issues related to CPA in an industrial setting, and the results provide examples of the possible benefits of implementing a process of regular CPA.

Originele taal-2	Engels
Pagina's (van-tot)	573-583
Aantal pagina's	11
Tijdschrift	Industrial Marketing Management
Volume	32
Nummer van het tijdschrift	7
DOI's	https://doi.org/10.1016/S0019-8501(03)00006-3
Status	Gepubliceerd - 2003

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10.1016/S0019-8501(03)00006-3

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The implementation of customer profitability analysis : a case study

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