Showing results for "fred selnes"
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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...
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 (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...