ABSTRACT
Product profitability is an example of the type of fiV nancial information that is necessary in order to make sound marketing decisions. The purpose of this article is to: briefly review the concept of product profitability anaV lysis; report the findings of in-depth interviews in nine corporations regarding the use of product profitability reports and the composition of these reports; summarize the results of a follow-up mail survey; and recommend
reports and the composition of these reports; summarize the results of a follow-up mail survey; and recommend ways to improve the quality of the profitability reports used by marketing executives and top management.
