Fred Selnes

How 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. Which 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 Customer Portfolio Management, 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. This 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: (1) segmenting customers into strangers, acquaintances, friends and partners; (2) understanding the lifetime value, or revenues and costs over time, across relationship segments; and (3) determining when and how much to invest in customer acquisition, relationship defense, relationship leverage, and relationship conversion. Case 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.

This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you'll discover how segmentation and differentiation play a crucial role in marketing management. After delving into market dynamics, customer behaviour, and market communications, you'll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you'll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators. Features include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate/bachelor and postgraduate students studying Marketing Management and Strategic Marketing. Fred Selnes is a professor of marketing at BI, Norwegian Business School. Even Lanseng is an associate professor of marketing at BI, Norwegian Business School.

This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you'll discover how segmentation and differentiation play a crucial role in marketing management. After delving into market dynamics, customer behaviour, and market communications, you'll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you'll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators. Features include case studies to bring theory to life, further reading suggestions to expand your understanding, and a marketing planning template to practice applying your knowledge to a real business scenario. Suitable for undergraduate/bachelor and postgraduate students studying Marketing Management and Strategic Marketing. Fred Selnes is a professor of marketing at BI, Norwegian Business School. Even Lanseng is an associate professor of marketing at BI, Norwegian Business School.

Markedsføringsledelse presenterer grunnprinsippene i faget markedsføringsledelse med vekt på utvikling av en overordnet markedsplan (forretningsplan). Boken gir en grundig beskrivelse av hvilke analyser og vurderinger som ligger bak en god markedsstrategi, samt en beskrivelse av hva en god markedsplan bør inneholde. Markedsføring er både et ledelsesfag og et økonomifag. Boken viser hvordan en bedrift kan skape vekst og synergier gjennom å utvikle og utnytte kundeporteføljen, produktporteføljen og merkevaren. Sentralt i faget er segmentering og posisjonering for å utnytte markedets vekstpotensial maksimalt. Denne utgaven av boken er betydelig revidert og oppdatert. Sammenhengen mellom markedsføringsledelse og strategi er gjort tydeligere hvor markedsmatrisen står sentralt. Med denne blir det tydeligere hvor bedriften skaper sine inntekter og sitt overskudd, og hvordan de strategiske tiltakene styrker dette fremover. I tillegg er den tilhørende regnearkmodellen vesentlig forbedret. Boken passer svært godt som grunnbok i faget markedsføringsledelse på bachelornivå og som veileder for ledere med forretningsansvar. På bokens nettsider tilbys en rekke nyttige verktøy for læring og praktisk anvendelse av fagstoffet som presenteres i boken.

Forfatterne presenterer og diskuterer et praktisk rammeverk som beskriver hvordan ansatte i serviceyrker oppnår kontakt med en kunde, hvordan de oppfatter kundens situasjon og behov, og hvordan de kan spille ulike roller for å gi respons til og å følge opp kunden. Målet er kundetilfredshet som også er positivt for den ansatte.