A customer portfolio management model that relates company's marketing to its long-term survival.

ABSTRACT: A typical customer relationship management model is designed to increase the value of a company's existing customers in the next period. While useful in the short term, such a process, followed blindly period after period, would drive the company out of business when those existing customers all eventually died. In reality, no company would do this. Instead, these short-term models are nested within a long-term view of customer management, and it is long-term customer management that the proposed model addresses. The model assumes that a company has identified a set of customer types across which it needs balance in order to remain viable in the long-term (e.g., a company might wish to maintain a supply of "entry-level customers" in order to eventually replenish its collection of more prof

SUBMITTER: McAlister L 

PROVIDER: S-EPMC7841025 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature