Customer Portfolio Management: An Interview with Michael D. Johnson, Marketing Department Chair, Wisconsin School of Business
Update: 2025-07-22
Description
Marketers tend to overinvest in acquiring new buyers while trying to keep the most valuable customers from leaving. That leaves a lot of customers feeling left out. To correct this imbalance, marketers need a more systematic framework for selective investment in the most promising relationship segments based on growth potential, according to the renowned marketing academic Michael Johnson.
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