MANAGING PORTFOLIO OF CUSTOMER RELATIONSHIPS IN KNOWLEDGE-INTENSIVE SERVICES

Abstract

A study of application of project-oriented approach to managing customer relationships in knowledge-intensive projects. The determining role of managing “portfolio of customer relationships” in achieving competitive advantage in contemporary market environment for the sector of knowledge-intensive services is proved. The methods of marketing management of “portfolio of customer relationships” in project-oriented organizations are proposed.

Keywords

• knowledge-intensive services project
• portfolio of customer relationships
• customer attraction
• project marketing
• capitalization
• project resources
• project-oriented approach
• competitive advantage