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Publications
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  • September–October 1987
  • Article
  • Harvard Business Review

Manage Customers for Profits (Not Just Sales)

By: Benson P. Shapiro, V. K. Rangan, Rowland T. Moriarty and Elliot Ross
  • Format:Print
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Keywords

Customers; Profit; Management; Sales

Citation

Shapiro, Benson P., V. K. Rangan, Rowland T. Moriarty, and Elliot Ross. "Manage Customers for Profits (Not Just Sales)." Harvard Business Review 65, no. 5 (September–October 1987).
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About The Authors

Benson P. Shapiro

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V. Kasturi Rangan

Marketing
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More from the Authors
  • OneTen: One Million Careers for Black Talent By: Boris Groysberg, V. Kasturi Rangan, Annelena Lobb and Kerry Herman
  • Second Harvest Heartland: Ending Hunger Together By: V. Kasturi Rangan and Courtney Han
  • How Direct-to-Consumer Brands Can Continue to Grow By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
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