The implementation of customer profitability analysis: A case study


Raaij, Erik M. van and Vernooij, Maarten J.A. and Triest, Sander van (2003) The implementation of customer profitability analysis: A case study. Industrial Marketing Management, 32 (7). pp. 573-583. ISSN 0019-8501

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Abstract: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.
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Copyright:© 2003 Elsevier B.V.
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