Martin Boehm




The last decade Professor Martin Boehm spent researching and consulting in the area of customer management had a profound effect on his thinking as a marketing professor at IE Business School. Those were years during which the corporate world finally realized the necessity to shift from transaction based to relationship based marketing. What really interests Prof. Boehm from a marketing standpoint is the management of customer relationships in order to increase a firm’s long-term profitability. “Customers are important intangible assets of a firm that should be valued and managed”, he says. “Only by attracting, retaining, and growing profitable customer relationships will firms be successful in the future”. His research therefore aims to provide managerial implications on how to build profitable and long-lasting customer relationships. His primary concern is to quantify the impact of various customer management activities on a customer’s lifetime value – the net present value of the stream of future profits expected over a customer’s lifetime. At the same time, Prof. Boehm develops analytical models to estimate or approximate a customer’s lifetime value. “One of the major challenges in customer relationship management is still to arrive at reliable estimates of a customer’s future profits and lifetime”, he says. “Not being able to measure a customer’s lifetime value prevents the development of successful strategies for customer management”. Prof. Boehm believes that his work on customer relationship management has broad implications for the corporate world. “I intend to develop insights on how to satisfy customer needs, but at the same time to consider the monetary consequences of doing so,” he says. “This will provide firms with a roadmap for growth.”

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Mar 6th 2017

La fijación de precios es una de las decisiones de marketing más importantes, pero menos entendidas. Aprenda y practique conceptos y técnicas, y conozca las últimas reflexiones en materia de evaluación y formulación de estrategias de fijación de precios. Analice el modo en que las empresas tratan de captar valor, además de beneficios, en los ingresos que obtienen.

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Feb 27th 2017

Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm.

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