Abstract
This article demonstrates how financial portfolio theory provides an organizing framework for (1) diagnosing the variability in a customer portfolio, (2) assessing the complementarity/similarity of market segments, (3) exploring market segment weights in an optimized portfolio, and (4) isolating the reward-on-variability that individual customers or segments provide.
| Original language | English |
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| State | Published - Jun 2010 |
| Event | Marketing Science 2010 - Cologne, Germany Duration: Jun 1 2010 → Jun 30 2010 |
Conference
| Conference | Marketing Science 2010 |
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| Period | 06/1/10 → 06/30/10 |