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

Wang, Hsiao-Fan; Hong, Wei-Kuo

 
9783844307399: Managing Customer Profitability in a Saturated and Competitive Market: A Systematic Approach
Softcover
ISBN 10: 3844307397 ISBN 13: 9783844307399
Publisher: LAP LAMBERT Academic Publishing, 2011

Synopsis

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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About the Author

Hsiao-Fan Wang is the Distinguished Chair Professor of National Tsing Hua University, Taiwan, ROC. She has been awarded the distinguished researcher of NSC in Taiwan and is the editor of several international journals. Her research interests are in MCDM, Fuzzy Set Theory, Rare and Huge Data Analysis and Green Value Chain Management.

"About this title" may belong to another edition of this title.

Publisher
LAP LAMBERT Academic Publishing
Publication date
2011
Language
English
ISBN 10 
3844307397
ISBN 13 
9783844307399
Binding
Paperback
Number of pages
92