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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.

Links & resources

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

Keywords

Author(s)

SINHA Shameek

Teacher-Researcher

EMLV

Institution(s)

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Marketing, Sales and Communication

Marketing, Sales and Communication

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