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Customer profitability in the marketing literature

Customer profitability in the marketing literature
Typ:Bachelorarbeit
Betreuer:

Marc Wouters

Zusatzfeld:

intern

Customer profitability concerns the measurement of how much a particular customer or group of customers (e.g., in a market segment or region) contribute a company’s profit. This obviously sounds like a management accounting topic—and it is—but the marketing literature also published much research on this topic.

The objective of this thesis is to identify and synthesize knowledge on customer profitability in research in marketing. You will conduct a systematic literature review, focusing on both empirical and conceptual studies in good marketing journals.