Add to ORKGmanage pricing and customer risk Increasingly, the measurement and management of customer profitability and customer lifetime value are recognized as important elements in marketing’s contribution to shareholder value. In recent years numerous papers have been written about the value of customers, mostly case study based and confined to analysis of single companies or industries. This paper reports on research that takes a wider perspective and examines how best-practice companies across a range of different industries try to manage their relationships with key customers profitably. The contribution of this research is to show how best-practice companies manage pricing, costs to serve, and customer risk in their key account portfolios
This is the authors’ accepted and refereed manuscript to the articleIn the past decade, firms have p...
Purpose: A number of customer metrics allow estimating customer profitability with methods such as t...
Organisations are increasingly under pressure to meet financial and other objectives in dynamic and ...
Increasingly, the measurement and management of customer profitability and customer lifetime value ...
The increasing focus of relationship marketing and customer relationship management (CRM) studies on...
There have been repeated calls from top management and marketing academics for greater accountabili...
CRM (Customer Relationship Management) builds on the Relationship Marketing idea that lifetime rela...
The literature shows some recent calls for an end to 'unaccountable' marketing (Rust et al., 2001; ...
The calculations which underlie efforts to balance marketing spending on customer acquisition and c...
Around the world, business owners are doing whatever they can to remain relevant and serve the custo...
Suvi Nenonen Customer asset management in action: using customer portfolios for allocating resources...
The globalisation of business and the evolving recognition of the importance of customer retention, ...
The modern concept of management by the value contains a number of proposals and solutions for makin...
In the past decade, firms have paid increasing attention to customer value management (CVM). Through...
Questions have recently been raised about whether key account management (KAM) pays off for supplie...
This is the authors’ accepted and refereed manuscript to the articleIn the past decade, firms have p...
Purpose: A number of customer metrics allow estimating customer profitability with methods such as t...
Organisations are increasingly under pressure to meet financial and other objectives in dynamic and ...
Increasingly, the measurement and management of customer profitability and customer lifetime value ...
The increasing focus of relationship marketing and customer relationship management (CRM) studies on...
There have been repeated calls from top management and marketing academics for greater accountabili...
CRM (Customer Relationship Management) builds on the Relationship Marketing idea that lifetime rela...
The literature shows some recent calls for an end to 'unaccountable' marketing (Rust et al., 2001; ...
The calculations which underlie efforts to balance marketing spending on customer acquisition and c...
Around the world, business owners are doing whatever they can to remain relevant and serve the custo...
Suvi Nenonen Customer asset management in action: using customer portfolios for allocating resources...
The globalisation of business and the evolving recognition of the importance of customer retention, ...
The modern concept of management by the value contains a number of proposals and solutions for makin...
In the past decade, firms have paid increasing attention to customer value management (CVM). Through...
Questions have recently been raised about whether key account management (KAM) pays off for supplie...
This is the authors’ accepted and refereed manuscript to the articleIn the past decade, firms have p...
Purpose: A number of customer metrics allow estimating customer profitability with methods such as t...
Organisations are increasingly under pressure to meet financial and other objectives in dynamic and ...