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


Author Info

  • Rajagopal

    (Institute of Technology & Higher Education ITESM , Mexico)

  • Romulo Sanchez

    (Institute of Technology & Higher Education ITESM , Mexico)


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.

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Bibliographic Info

Paper provided by EconWPA in its series Microeconomics with number 0407001.

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Length: 36 pages
Date of creation: 03 Jul 2004
Date of revision:
Handle: RePEc:wpa:wuwpmi:0407001

Note: Type of Document - pdf; pages: 36
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Related research

Keywords: Customer portfolio; customer relationship; supplier relationship; decision making; customer value;

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Cited by:
  1. Hultén, Peter, 2012. "A Lindblomian perspective on customer complaint management policies," Journal of Business Research, Elsevier, vol. 65(6), pages 788-793.
  2. Rajagopal, 2006. "Fiscal Policy and Growth: The Case of the Spanish Regions," Economic Issues Journal Articles, Economic Issues, Economic Issues, vol. 11(1), pages 9-24, March.


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