Using a customer-level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

V. Kumar, J. A. Petersen

Research output: Contribution to journalArticle

76 Scopus citations

Abstract

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence.

Original languageEnglish (US)
Pages (from-to)504-519
Number of pages16
JournalJournal of the Academy of Marketing Science
Volume33
Issue number4
DOIs
StatePublished - Sep 1 2005

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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