The profit pursuit: but there are a lot of conflicting approaches for doing this. Which works best? We asked three 'profit prophets' for their perspectives on this and related issues. To identify customer segments that offer good returns, marketers have to measure profitability

Authors :: Bernstal, Janet Bigham
Source :: ABA Bank Marketing. April, 2004, Vol. 36 Issue 3, p18, 5 p.
Publication Year :: 2004
Abstract: Measuring customer profitability for marketing purposes has long been problematic. Is one system better than the others? ABA Bank Marketing magazine spoke with experts who offered slightly different perspectives on [...]

Subjects :: Bank marketing -- Methods
Customer relationship management -- Methods
Rate of return -- Marketing -- Methods
Company marketing practices
Customer relationship management
Return on investment
Advertising, marketing and public relations
Banking, finance and accounting industries
Business

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