Redwood Shores

By Lisa Yorgey Lester Here's a startling discovery: Your accounting department may know more about your customers than you do. It knows, for example, how much your customers are buying; whether they're paying their bills on time; and what it costs you to market to them. The question then becomes: How do you, the marketer, get access to this information, and how can you use it to market smarter? Activity-based Costing Furthers the Customer Relationship Activity-based costing is an accounting term that assigns actual costs to specific activities, explains Kevin Rickson, senior director of CRM at Oracle Corp., an enterprise software company based

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