... with practical implications for managers. Design/methodology/approach The literature surrounding customer loyalty, customer satisfaction, effective CRM and managing loyalty in a profitable manner are all reviewed. The paper allows managers to consider a wide range of material in the context of their business...

...Erik M. van Raaij Purpose The aim of the paper is to show how intelligence emanating from customer profitability analysis (CPA) can help improve strategic marketing planning. Insights into the profitability of individual customers, as well as the distribution of profitability across the customer...