An investigation into customer profitability analysis and relationship marketing strategy : a New Zealand case study.
There has been an increasing recognition of the importance of customer profitability analysis and its use in a relationship marketing strategy (Carrol, 1992-1993; Johnson, 1992; Storbacka, 1993). Yet, to date, this has largely been unsubstantiated by academic research. A case study was conducted at...
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| Language: | en |
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University of Canterbury. Accounting and Information Systems
2009
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| Online Access: | http://hdl.handle.net/10092/2707 |