For technology-orientated enterprises that operate\r\nproject-based businesses, the goal-oriented allocation of\r\nscarce marketing resources has great potential to help\r\nconsolidate their competitive position. An important\r\nprecondition for goal-oriented management is the\r\nidentification of the most valuable customers. This enables\r\ntechnology-orientated enterprises to segment markets in\r\norder to make tactical marketing decisions. This theorybased\r\npaper aims to develop and test a holistic customer\r\nranking model. By deploying the five steps presented in\r\nthis paper, customer relationship managers are better able\r\nto identify and to rank their customers in project-based\r\nbusinesses. A case study provides an example of the\r\napplication of the method from the automotive industry in\r\nAustria. The experiences derived from this case study\r\nshow that using a customer ranking framework is a crucial\r\nfactor for enterprises in narrow technology markets to be\r\nsuccessful and to achieve their corporate goals.
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