Table of Contents MCP

  • Chapter 1: Introduction
  • Chapter 2: Maximizing Profitability
  • Chapter 3: Customer Selection Matrix
  • Chapter 4: Managing Customer Profitability
  • Chapter 5: Maximizing Customer Profitability
  • Chapter 6: Managing Loyalty and Profitability Simultaneously
  • Chapter 7: Optimal Allocation of Resources across Marketing and Communication Strategies
  • Chapter 8: Pitching the Right Product, to the Right Customer, at the Right Timegies
  • Chapter 9: Preventing Attrition of Customers
  • Chapter 10: Managing Multichannel Shoppers
  • Chapter 11: Linking Investments in Branding to Customer Profitability
  • Chapter 12: Acquiring Profitable Customers
  • Chapter 13: Managing Customer Referral Behaviour
  • Chapter 14: Organizational and Implementation Changes
  • Chapter 15: The Future of Customer Management