Research Journal of Economics

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Subrahmanyam Ganti Author

sganti12@gmail.com 0891 2840511

Subjects of specialization
Marketing; Investment,Trade-offs,Customers

Affiliation
School of Economics, University of Hyderabad, India

Biography

Subrahmanyam Ganti Visiting Professor, School of Economics, University of Hyderabad, India. His publications include: 1. Hanlon A, Chaffey D (2013) Essential Marketing Models: Classic Planning Tools to Inform Strategy, Smart Insights (Marketing Intelligence). 2. Vandenbosch M, Dawar N (2002) Beyond better products: capturing value in customer interactions. Mit Sloan Manage Rev 43: 35.

Publications

Review Article Open Access

Marketing Investment Allocation: A Portfolio Theoretic Model

Author(s):

Subrahmanyam Ganti

Marketing is turning simple ideas into strategy. Marketing makes the difference between competing ‘Companies’ fortunes as working smarter becomes more effective than working harder. Marketing investment allocation becomes crucial to these differences. The customer base can be split up into the “current” or extant retained customers and those customers newly acquired called the “referrals”. Given the customer lifetime values of the “current” and the “referrals” segments, the risk-return trade-offs would considerably differ between these two segments. The optimal allocation of marketing investment to a customer segment depends not only on... view more»

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