Customer Portfolio Management: Conceptual Framework and Empirical Evidence

Viktoriya Stancheva ()
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Viktoriya Stancheva: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2017, issue 1, 63-71

Abstract: Although nowadays marketers increasingly rely on customer relationships, the diversity of existing customer portfolio models challenges the managers to choose the best possible option and ensure optimal decisions. The paper offers a systematic view on the multifaceted nature of existing customer portfolio management models, discusses their conceptual basis and reviews the empirical evidence from their application. Although the extant literature is addressing different aspects of the applicability of customer portfolio models, there are identified persistent trends and several clear periods in the development of empirical tests for the models. This study enriches previous researches on existing theories of customer portfolio management and gives practical guidance for companies to encourage the use of an optimal customer portfolio model.

Keywords: Customer Base; Customer Portfolio Management; CRM (search for similar items in EconPapers)
JEL-codes: A00 (search for similar items in EconPapers)
Date: 2017
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