Managing customers for profit : strategies to increase profits and build loyalty /
V. Kumar.
- Upper Saddle River, N.J. : Wharton School Pub., c2008.
- xx, 296 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Introduction -- Maximizing profitability -- Customer selection metrics -- Managing customer profitability -- Maximizing customer profitability -- Managing loyalty and profitability simultaneously -- Optimal allocation of resources across marketing and communication strategies -- Pitching the right product to the right customer at the right time -- Preventing attrition of customers -- Managing multichannel shoppers -- Linking investments in branding to customer profitability -- Acquiring profitable customers -- Managing customer referral behavior -- Organizational and implementation challenges -- The future of customer management.