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


  • 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.

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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    References listed on IDEAS

    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. 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.
    2. 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.
    3. Đukić Suzana & Stanković Ljiljana, 2014. "Problems In The Valuation Of Business Customers," Economic Themes, Sciendo, vol. 52(4), pages 379-391, December.
    4. Hultén, Peter, 2012. "A Lindblomian perspective on customer complaint management policies," Journal of Business Research, Elsevier, vol. 65(6), pages 788-793.

    More about this item


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

    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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