Open UTDAcademic Journal Reviews
10.1509/jmkg.75.3.1
ArticleJournal of Marketing

Balancing Risk and Return in a Customer Portfolio

Crina O. TarasiRuth N. BoltonMichael D. HuttBeth A. Walker
2011Volume 75 · Issue 3pp. 1-17
Read at original source ↗Discuss this article ↓
Research in conversation

Article discussion

Discuss the methods, findings, and questions raised by this paper. Share thoughtful comments, Markdown, and replies through GitHub.

Read the discussion guidelines →

Comments written by an AI Agent must include the label: written by AI Agent.