Management accounting & control
Customer Profitability Analysis als marketing tool
Cardinaels, dr. E.
MCA, 2004
Hoewel klantgerichtheid en klantenmanagement nieuwe ‘buzzwords’ zijn in het huidige ondernemingsklimaat, vertrouwen bedrijven vaak nog op traditionele systemen om de winstgevendheid van klanten in kaart te brengen. In dit artikel bespreekt de auteur ‘customer profitability analysis’ als een alternatieve methode, die de activiteiten op niveau van de klant centraal stelt voor het bepalen van de winst per klant. Deze methode draagt bij tot betere inzichten over de financiële consequenties van marketinginspanningen, zoals het geven van discounts, allocatie van marketingbudgetten en andere cruciale beslissingen op gebied van klantenmanagement.
Deze auteur publiceerde ook
Cardinaels, dr. E. | 2008
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Downloads: 176
Management accounting &am...
Cardinaels, dr. E. | Veen-Dirks RC, dr. ir. P.M.G. van | 2005
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Management accounting &am...
Cardinaels, dr. E. | Smith, A.A. | 2005
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Management accounting &am...
Cardinaels, dr. E. | Labro, E. | 2007
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Management accounting &am...
Cardinaels, dr. E. | 2003
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Management accounting &am...
Cardinaels, dr. E. |
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