Customer equity management and strategic choices for sales managers

Michael J. Dorsch, Les Carlson, Mary Anne Raymond, Robert Ranson

Research output: Contribution to journalArticlepeer-review

19 Scopus citations


Sales managers are increasingly being called on to manage the complete buyer-seller interface and difficulties they face in managing customer relations maybe attributable to balancing firm goals/practices with those of customers. By understanding that customer relationships are characterized by customer resource investments, sales managers can effectively manage investments that firms desire together with those customers are providing. In this paper, customer equity is proposed as a framework for managing customer relationships. From this perspective, sales managers can understand the resource investments and socialization forms that are useful for managing customers’ investments and the buyer-seller relationships that exemplify these investments.

Original languageEnglish (US)
Pages (from-to)157-166
Number of pages10
JournalJournal of Personal Selling and Sales Management
Issue number2
StatePublished - Jan 1 2001

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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