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Analysis of Customer Portfolio and Relationship Management Models : Bridging Managerial Dimensions

Author

Listed:
  • Rajagopal

    (Institute of Technology & Higher Education ITESM , Mexico)

  • Romulo Sanchez

    (Institute of Technology & Higher Education ITESM , Mexico)

Abstract

This paper broadly discusses the customer portfolio theories and their implications in reference to marketing and purchasing perspectives. It provides an insight into how marketers interpret and describe companies' actions. The central theme of the paper - the tools that can be used to facilitate relationship management. The discussion in the paper provides a framework for relationship management, the central tenet of which is to enable managers to invest their resources in the most efficient and effective way. The contributions to the understanding of relationship management are critically reviewed in the following sections. The alternative models have been developed in reference to the market environment and values concepts in reference to the triadic relationship among the organization, supplier and customer has been discussed in the contemporary managerial perspectives. The paper also draws applied recommendations are made about their relevance to strategic decision making and theoretical development in the area of customer portfolio management.

Suggested Citation

  • Rajagopal & Romulo Sanchez, 2004. "Analysis of Customer Portfolio and Relationship Management Models : Bridging Managerial Dimensions," Microeconomics 0407001, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpmi:0407001
    Note: Type of Document - pdf; pages: 36
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    File URL: https://econwpa.ub.uni-muenchen.de/econ-wp/mic/papers/0407/0407001.pdf
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    References listed on IDEAS

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    1. Gordon Walker & Bruce Kogut & Weijian Shan, 1997. "Social Capital, Structural Holes and the Formation of an Industry Network," Organization Science, INFORMS, vol. 8(2), pages 109-125, April.
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    Cited by:

    1. Viktoriya Stanimirova STANCHEVA, 2017. "Exploring The Effects Of Customer Portfolio Management," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(2), pages 1-14, July.
    2. Hultén, Peter, 2012. "A Lindblomian perspective on customer complaint management policies," Journal of Business Research, Elsevier, vol. 65(6), pages 788-793.
    3. Mohita Maggon & Harish Chaudhry, 2018. "Exploring Relationships Between Customer Satisfaction and Customer Attitude from Customer Relationship Management Viewpoint: An Empirical Study of Leisure Travellers," FIIB Business Review, , vol. 7(1), pages 57-65, March.
    4. Rajagopal, 2006. "Fiscal Policy and Growth: The Case of the Spanish Regions," Economic Issues Journal Articles, Economic Issues, vol. 11(1), pages 9-24, March.
    5. Đukić Suzana & Stanković Ljiljana, 2014. "Problems In The Valuation Of Business Customers," Economic Themes, Sciendo, vol. 52(4), pages 379-391, December.
    6. Thakur, Ramendra & Workman, Letty, 2016. "Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze?," Journal of Business Research, Elsevier, vol. 69(10), pages 4095-4102.

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    More about this item

    Keywords

    Customer portfolio; customer relationship; supplier relationship; decision making; customer value;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • D2 - Microeconomics - - Production and Organizations
    • D3 - Microeconomics - - Distribution
    • D4 - Microeconomics - - Market Structure, Pricing, and Design

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