Yorke, David A. - In: Marketing Intelligence & Planning 2 (1984) 3, pp. 5-22
Portfolio theory has its roots in financial investment and in the desire to balance the often conflicting objectives of … control of the portfolio rests principally with the “portfolio manager”. In the case of customers, recent work in … portfolio concept has to be modified if it is to find application there. The challenge to marketing management is the planned …