Balancing Risk and Return in a Customer Portfolio - A Reply

Ruth N. Bolton, Crina Octavia Tarasi

Research output: Contribution to journalArticlepeer-review


A financial portfolio perspective presents important impli- cations for the way in which market segmentation and cus- tomer portfolio management are conceptualized, practiced, and taught. We begin by addressing each of the issues Selnes (2011) and Billett (2011) identify. Then, we describe the market context in which we believe the approach can be effectively applied and the way managers at the sponsor firm implemented our study’s findings.
Original languageEnglish
Pages (from-to)23-26
JournalJournal of Marketing
Issue numberMay
StatePublished - May 1 2011


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