The implementation of customer profitability analysis: a case study

Erik M. van Raaij, Maarten J.A. Vernooij, Sander P. van Triest*

*Corresponding author for this work

    Research output: Contribution to journalArticleAcademicpeer-review

    55 Citations (Scopus)

    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.
    Original languageEnglish
    Pages (from-to)573-583
    Number of pages11
    JournalIndustrial marketing management
    Volume32
    Issue number7
    DOIs
    Publication statusPublished - 2003

    Keywords

    • Case Study
    • Customer profitability
    • Customer relationship management (CRM)
    • Implementation

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