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Depending on the firm's business, a
might be defined as an individual, household, screen-name, division, or business who bought, ordered, or registered.
American Marketing Association
defines "customer" as "the actual or prospective purchaser of products or services."
Tracking a firm's customers provides a measure of how well a firm is attracting and retaining them.
Customers are the number of people or businesses that have bought from the firm during a specified period of time. Avoid double counting people who bought more than one product.
Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010).
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition).
Upper Saddle River, New Jersey: Pearson Education, Inc. <
American Marketing Association.
> (cited 28 April 2014).
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