Customer Equity Management and Strategic Choices for Sales Managers

Sales managers are increasingly being called on to manage the complete buyer-seller interface and difficulties they face in managing customer relations maybe attributable to balancing firm goals/practices with those of customers. By understanding that customer relationships are characterized by cust...

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Bibliographic Details
Published inThe Journal of personal selling & sales management Vol. 21; no. 2; pp. 157 - 166
Main Authors Dorsch, Michael J., Carlson, Les, Raymond, Mary Anne, Ranson, Robert
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.04.2001
Pi Sigma Epsilon
Taylor & Francis Ltd
Subjects
Business
Business structures
Customer relations
Customer relationship management
Customers
Economic resources
Equity
Investment management companies
Investment strategies
Lifetime
Marketing
Marketing strategies
Property rights
Sales management
Sales managers
Securities sales
Socialization
Strategic management
Studies
United States > US
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Summary:Sales managers are increasingly being called on to manage the complete buyer-seller interface and difficulties they face in managing customer relations maybe 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.
ISSN:0885-3134
1557-7813
DOI:10.1080/08853134.2001.10754266