Customer Portfolio Management - Creating Value with a Large Leaky Bucket of Customers

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale. Which would you rather have: a smaller, watertight bucket of loyal customers or a larger leaky bucket of both loyal and not-so-loyal customers? In This book helps business leaders understand when and how much to focus on acquiring customers, how to defend and leverage those relationships, and how to convert some of these relationships into stronger, more profitable ones. The authors present an implementable framework for CPM that involves: Case studies and examples that include Amazon, Apple, IKEA, and dozens of other companies are used along the way to illustrate effective portfolio management principles and growth strategies.

Product details

• Authors: Michael D Johnson, Michael D. Johnson, Johnson Michael D., Fred Selnes, Selnes Fred
• Publisher: The MIT Press
• Languages: English
• Product format: Hardback
• Released: 18.03.2025
• EAN: 9780262049627
• ISBN: 978-0-262-04962-7
• No. of pages: 144
• Dimensions: 160 mm x 235 mm x 15 mm
• Series: Management on the Cutting Edge
• Subjects: Social sciences, law, business > Business > Individual industrial sectors, branches; Economics, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Customer Relations, Investment and securities, Sales and marketing