{"product_id":"9780262049627","title":"Customer Portfolio Management: Creating Value with a Large Leaky Bucket of Customers","description":"\u003ctable\u003e\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eAuthor\/Contributor(s):\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eSelnes, Fred; Johnson, Michael D.\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003eThe MIT Press\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eDate:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003e3\/18\/2025\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eBinding:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eHardcover\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eNEW\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\u003c\/table\u003e\u003cb\u003eHow 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.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eWhich 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 \u003ci\u003eCustomer Portfolio Management\u003c\/i\u003e, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more valuable. While loyal customers are generally more profitable, the weaker, or “leaky,” relationships in a portfolio provide scale economies and a source of future loyal customers. The basic principle behind customer portfolio management (CPM), they explain, is to view a company’s market strategies as long-term investments in the strength of relationships over an entire portfolio of current and future customers.\u003cbr\u003e\u003cbr\u003eThis book helps business leaders understand when and how much to focus on acquiring customers, how to defend and leverage those relationships, and how to convert some of these relationships into stronger, more profitable ones. The authors present an implementable framework for CPM that involves:\u003cbr\u003e\u003cul\u003e\n\u003cli\u003esegmenting customers into strangers, acquaintances, friends and partners;\u003c\/li\u003e\n\u003cli\u003eunderstanding the lifetime value, or revenues and costs over time, across relationship segments; and\u003c\/li\u003e\n\u003cli\u003edetermining when and how much to invest in customer acquisition, relationship defense, relationship leverage, and relationship conversion.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cbr\u003eCase studies and examples that include Amazon, Apple, IKEA, and dozens of other companies are used along the way to illustrate effective portfolio management principles and growth strategies.","brand":"The MIT Press","offers":[{"title":"Default Title","offer_id":45994949935359,"sku":"9780262049627","price":29.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0452\/0886\/2873\/files\/9780262049627_s600x595.jpg?v=1775583862","url":"https:\/\/massivebookshop.com\/products\/9780262049627","provider":"MASSIVE BOOKSHOP","version":"1.0","type":"link"}