Philip Maitzen examines the dimensions of customer attractiveness assessment of cross-selling offers in this work. He develops the construct of attractiveness, identifies its constitutive elements, and empirically investigates them. Based on these results, he creates a concept for measuring and managing the attractiveness of cross-selling offers for practical application. Cross-selling represents an opportunity to generate additional revenue and to strengthen customer loyalty to the company. However, many cross-selling initiatives do not achieve the desired success. Ultimately, the success of cross-selling depends on the customer, specifically in terms of whether the customer accepts the offer or not. Therefore, the assessment of attractiveness holds particular significance.