MCP-Table of contents

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

Dr V Kumar