Marketing Models
Detailed Course Outline and Reading List

Managing Relationships with Customers and Organizations - April 8


Historical Perspectives

Text Chapter 11: Customer Relationship Management by Scott A. Neslin.


Bolton, Ruth N., Katherine N. Lemon, and Peter C. Verhoef (2004), "The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research," Journal of the Academy of Marketing Science, 32, 271-292.


Recent Contributions

Bolton, Ruth N., P. K. Kannan and Matthew D. Bramlett (2000), "Implication of Loyalty Programs and Service Experiences for Customer Retention and Value,” Journal of the Academy of Marketing Science, 28 (1), 95-108.


Rust, Roland T., Katherine N. Lemon and Valarie Zeithaml (2009), “Return on Marketing:  Using Customer Equity to Focus Marketing Strategy,” 68 (1), 109-127.  2009 Sheth Foundation/JM Award.  [Also: 2004 Marketing Science / H. Paul Root Award; Roland Rust won the 2011 Converse Award for this paper].


Tarasi, Crina O., Ruth N. Bolton, Michael D. Hutt and Beth A. Walker (2011), “Balancing Risk and Return in a Customer Portfolio,” Journal of Marketing, 75 (3), 1-17.  2011 Harold H. Maynard Award.


Tarasi, Crina O., Ruth N. Bolton, Anders Gustafson and Beth Walker (2013), "Relationship characteristics and cash flow variability implications for satisfaction, loyalty, and customer portfolio management." Journal of Service Research 16 (2), 121-137. JSR Best Article Award.



Text Chapter 14: Organizational Buying Behavior by Gary L. Lilien.


Boulding, William, Richard Staelin, Michael Ehret, and Wesley J. Johnston (2005), "A CRM Roadmap: What We Know, Potential Pitfalls, and Were to Go," Journal of Marketing, 69 (4), 155-66. [This short editorial has over 100 citations!]


Oliver, Richard L. (1999), "Whence consumer loyalty?" the Journal of Marketing, 63 (4), 33-44. 2007 Sheth Foundation /Journal of Marketing Award.

Palmatier, Robert, Rajiv P. Dant, Dhruv Grewal, Kenneth R. Evans (2006b), "Factors Influencing the Effectiveness of Relationship Marketing:  A Meta Analysis," Journal of Marketing, 70 (4), 136-153. [B2B example.]

  1. The CRM literature has little to say about the role of competition.  What are some key questions?  How would you develop a research program to address one or more of them?

  2. What are some of the challenges of CRM in organizations that sell through multiple channels? (Brief thought leadership article: Scott A. Neslin, Dhruv Grewal, Robert Leghorn, Venkatesh Shankar, Marije L. Teerling, Jacquelyn S. Thomas, and Peter C. Verhoef (2006), "Challenges and Opportunities in Multi-channel Customer Management," Journal of Service Research, 11 (9), 95-112. This entire issue is devoted to CAM/CRM. JSR also published a special issue on this topic in 2002.]

  3. What are some avenues for further research that investigate customer risk?  [To get started, read: Bolton, Ruth N. and Crina O. Tarasi (2015), “Risk Considerations in the Management of Customer Equity,” in V. Kumar and Denish Shah (Editors), Handbook of Customer Equity, Chapter 14, MA, USA: Edward Elgar Publishing Ltd., pp. 335-62.]