December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 23 Time-Driven Activity-Based Costing
Measurement Need
Ensuring that targeted customers are profitable is often perceived as a pricing tactic. However, focusing solely on pricing is one-dimensional because it minimizes such add-on features as product enhancements, additional service, and training.
Effectively measuring customer profitability includes accounting for the inputs that support customer-related activities. Robert S. Kaplan, a professor at Harvard Business School, has pioneered much of the research about activity-based costing (ABC), as well as the balanced scorecard. ABC is designed to help management measure the indirect costs involved in supporting their customers. Kaplan suggests that some companies have struggled to successfully ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.