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Customer Portfolio Management for Long-Term Survival

  • Research
  • Marketing, Sales and Communication

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Our objective was to understand how effective a firm is in attracting its target customers. To do this, we developed a model that relates a firm’s marketing activities to the mix of customers buying from the firm. Most marketing models simply ask how a firm’s marketing activities influence the number of customers buying the brand. We asked how a firm’s marketing activities influence the kinds of customers buying the brand.

https://link.springer.com/article/10.1007/s11747-020-00765-9

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Auteur.e(s)

SINHA Shameek
Teacher-Researcher
EMLV

Institution(s)

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