Managing Customer Profitability in a Saturated and Competitive Market

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.

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.