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Customer Portfolio Management: Conceptual Framework and Empirical Evidence

Author

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  • Viktoriya Stancheva

    (University of Economics - Varna)

Abstract

Although nowadays marketers increasingly rely on customer relationships, the diversity of existing customer portfolio models challenges the managers to choose the best possible option and ensure optimal decisions. The paper offers a systematic view on the multifaceted nature of existing customer portfolio management models, discusses their conceptual basis and reviews the empirical evidence from their application. Although the extant literature is addressing different aspects of the applicability of customer portfolio models, there are identified persistent trends and several clear periods in the development of empirical tests for the models. This study enriches previous researches on existing theories of customer portfolio management and gives practical guidance for companies to encourage the use of an optimal customer portfolio model.

Suggested Citation

  • Viktoriya Stancheva, 2017. "Customer Portfolio Management: Conceptual Framework and Empirical Evidence," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, issue 1, pages 63-71, November.
  • Handle: RePEc:vra:journl:y:2017:i:1:p:63-71
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    More about this item

    Keywords

    Customer Base; Customer Portfolio Management; CRM;
    All these keywords.

    JEL classification:

    • A00 - General Economics and Teaching - - General - - - General

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