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Customer Relationship Management in Business Markets - Abstract


Rajkumar Venkatesan (, University of Virginia
V. Kumar (
Werner Reinartz (, University of Cologne


Our chapter is based on the premise that we already have an idea of the customer’s value to the organization (CLV, longterm contribution, acquisition cost, retention cost etc) [see Kumar’s chapter]. Based on this premise, we would like to discuss how firms should use this knowledge about customers in order to manage the respective relationship better. Specifically we would like to discuss issues on:

  • using information on customer value to then inform resource allocation to customer accounts
  • growing relationships through cross-and upselling
  • leveraging relationships with high-value customers via co-creation
  • using services to fortify relationships

    The Handbook of Business-to-Business Marketing

    This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

    As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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