Роля на моделите за управление на клиентски портфейли в мениджмънта на ключови клиенти
The role of customer portfolio models for key account management

Author(s): Evgeni Stanimirov, Viktoria Stancheva
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: CRM; customer portfolio; key account management
Summary/Abstract: Nowadays the importance of managing the customer relationships of a company for her long-term success is widely acknowledged. It is also known that some of the customers (the so-called “key accounts”) create more value than others. In an era of constant digital transformations and a variety of data collection and analysis instruments available the customer portfolio models gain more popularity. The paper discusses the role of customer portfolio models for key account management and identifies some of the expected positive effects from their application.

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