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,
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
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.
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?
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.]
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.]