Showing results for "fred selnes"
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Marketing Management
A Customer-Centric Approach
2024
EN
This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you′ll discover how segmentation and differentiation play a crucial role in marketing management.After delving into market dynamics, ...
Customer Portfolio Management
Creating Value with a Large Leaky Bucket of Customers
2025
EN
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 Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more va...
Customer Portfolio Management
Creating Value with a Large Leaky Bucket of Customers (Management on the Cutting Edge)
- Narrated by
- Jason L. Bishop
Unabridged
3 hours 59 min
2025
EN
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 Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more va...