Original paper

Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships

Volume: 68, Issue: 2, Pages: 1 - 17
Published: Apr 1, 2004
Abstract
Management of an entire portfolio of customers who are at different relationship stages requires a dynamic theory of exchange relationships that captures the trade-offs between scale economies and lifetime customer value. This article contributes to the understanding of relationship management by developing a typology of exchange relationship mechanisms and a model of relationship dynamics and by simulating the model to provide guidelines for...
Paper Details
Title
Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships
Published Date
Apr 1, 2004
Volume
68
Issue
2
Pages
1 - 17
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