Portfolio optimization and performance evaluation: An application to a customer portfolio.
In: Journal of Marketing Analytics, Jg. 1 (2013-08-01), Heft 3, S. 156-173
Online
academicJournal
Zugriff:
On the basis of an exclusive business-to-business database comprising 5000 customers, efficient and optimal customer portfolios are determined, and it is shown how marketing decision-makers can use this information in their marketing strategies to optimize the revenue growth of the company. The applicability of portfolio analysis is documented, and it is examined how such an optimization analysis can be used to explore the growth potential of a company. Finally, methods to measure customer performance are developed and it is shown how these performance measures complement the optimization analysis. [ABSTRACT FROM AUTHOR]
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Titel: |
Portfolio optimization and performance evaluation: An application to a customer portfolio.
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Autor/in / Beteiligte Person: | Juhl, Hans Jørn ; Christensen, Michael |
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Zeitschrift: | Journal of Marketing Analytics, Jg. 1 (2013-08-01), Heft 3, S. 156-173 |
Veröffentlichung: | 2013 |
Medientyp: | academicJournal |
ISSN: | 2050-3318 (print) |
DOI: | 10.1057/jma.2013.11 |
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