Customer equity management and strategic choices for sales managers

Michael J. Dorsch, Leslie C Carlson, Mary Anne Raymond, Robert Ranson

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

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.

Original languageEnglish (US)
Pages (from-to)157-166
Number of pages10
JournalJournal of Personal Selling and Sales Management
Volume21
Issue number2
DOIs
StatePublished - Jan 1 2001

Fingerprint

sales
Sales
equity
Managers
customer
manager
management
firm
Customer equity
Sales manager
Strategic choice
resources
socialization
Resources
Customer relationship

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

Cite this

Customer equity management and strategic choices for sales managers. / Dorsch, Michael J.; Carlson, Leslie C; Raymond, Mary Anne; Ranson, Robert.

In: Journal of Personal Selling and Sales Management, Vol. 21, No. 2, 01.01.2001, p. 157-166.

Research output: Contribution to journalArticle

Dorsch, Michael J. ; Carlson, Leslie C ; Raymond, Mary Anne ; Ranson, Robert. / Customer equity management and strategic choices for sales managers. In: Journal of Personal Selling and Sales Management. 2001 ; Vol. 21, No. 2. pp. 157-166.
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