Customer Equity Management and Strategic Choices for Sales Managers

Dorsch, Michael J.; Carison, Les; Raymond, Mary Anne; Ranson, Robert
March 2001
Journal of Personal Selling & Sales Management;Spring2001, Vol. 21 Issue 2, p157
Academic Journal
Sales managers are increasingly being called on to manage the complete buyer-seller interface and difficulties they face in managing customer relations may be attributable to balancing firm goals/practices with those of customers. By understanding that customer relationships are characterized by customer resource investments, sales managers can effectively manage investments that firms desire together with those customers are providing. In this paper, customer equity is proposed as a framework for managing customer relationships. From this perspective, sales managers can understand the resource investments and socialization forms that are useful for managing customers' investments and the buyer-seller relationships that exemplify these investments.


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