33132

1957-

V. Kumar

Wharton School Pub.

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

TI

HF

5415.5

.K863

2008

HF 5415.5 .K863 2008

c2008