Risk and return in marketing
Supervisor: Lynette Ryals MA (Oxon) MBA PhD FSIP
Which customers to acquire and to retain is a fundamental issue facing businesses today. The customers of a company can be thought of as a portfolio, analogous to a financial portfolio of stocks and shares. Many of the same principles apply to their management: how much should be invested in each customer or customer segment? Where are the greatest risks and greatest returns? How should marketing resource allocation decisions be made?
This is a new field that offers several intriguing areas for doctoral research:
How can companies maximise the returns on their marketing investment?
What customer portfolio management strategies do companies use? What strategies could they use?
Could Real Options, Sharpe Ratios or other portfolio management techniques be useful in managing the customer portfolio?
What does it mean to talk about the risk of the customer?
What are the financial and non-financial sources of value in customer relationships?
Candidates should ideally have at least three years? marketing or sales experience however, candidates from other disciplines will be considered. Note: these topics require candidates to be numerate. A masters degree is desirable but not obligatory.  Candidates with interests in this area are invited to make contact with Professor Lynette Ryals (firstname.lastname@example.org), setting out a preliminary research agenda as a guide to discussion and indicating what reading you have so far done around your topic.