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Which of your customers are profitable?

Why are they profitable?

Of those who are unprofitable, how can we improve their profitability?

Of those who are profitable, how can we attract more like them?

These are fundamental questions for any business. But the answers are hard to find.

Because of a multitude of reasons - history, tradition, technology, practice - most business owners and managers do not understand the contribution that an individual customer makes to profitability.

This book focuses on the history of how we have tried to understand customer profitability. It is a detailed review of how we got to this point, so that we are better equipped to know how we can improve in the future.

","authors",[30],{"_18":31,"_32":33,"_5":34},"Z2lkOi8vbGVhbnB1Yi9TdG9yZTo6UHJvZHVjdEF1dGhvci8yMzE4MQ","name","Christopher Kernahan",{"_35":36},"avatar",{"_37":38,"_39":40,"_41":42},"url","https://d308did4coypzi.cloudfront.net/avatars/378085/medium/ck.jpg?1425586132","styleName","medium","exists",true,"currentUser","routes/_store+/_layout","routes/_store+/_readers+/_layout","actionData","errors"]

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