Analysis of customer portfolio and relationship management models: bridging managerial dimensions
Abstract
Purpose
The customer portfolio and relationship management have been of contemporary interest to the academics and practitioners. This paper aims to systematically analyze the review and critique of this important area and broadly to discuss the customer portfolio theories and their implications in reference to marketing and purchasing perspectives.
Design/methodology/approach
The major conceptual contributions in the area of customer portfolio and relationship management have been categorically analyzed in the paper. The paper provides an insight of how marketers interpret and describe companies' actions and the discussion 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.
Findings
The review of literature shows that the customer portfolio analysis can provide strategic input to the firm towards developing a successful planning process. The conceptual discussion in the paper on relationship management may lead the strategies in managing the corporate social capital. The alternative models have been developed in the paper in reference to the market environment and values concepts discussing the triadic relationship among the organization, supplier and customer that reflects on the contemporary managerial perspectives.
Originality/value
The managerial implications of the discussion presented in the paper would be helpful to plan and create strategies to optimize returns on customer relationship over time. This paper would be of interest to the scholars as well as practitioners engaged in strategic planning of a firm.
Keywords
Citation
Rajagopal and Sanchez, R. (2005), "Analysis of customer portfolio and relationship management models: bridging managerial dimensions", Journal of Business & Industrial Marketing, Vol. 20 No. 6, pp. 307-316. https://doi.org/10.1108/08858620510618147
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited