The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Making Customer Relationship Management Work: The Measurement and Profitable Management of Customer Relationships
Abstract
Customer relationship management (CRM) is perceived to be failing, and there is an urgent need for some practical ways to address this issue. The research presented in this article demonstrates that the implementation of CRM activities delivers greater profits. Using calculations of the lifetime value of customers in two longitudinal case studies, the research finds that customer management strategies change as more is discovered about the value of the customer. These changes lead to better firm performance. The contribution of this article is to show that CRM works and that a relatively straightforward analysis of the value of the customer can make a real difference.
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Citations
Cites
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.109.24030 · Cited by 2,151
Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004) · Journal of Marketing Research · doi:10.1509/jmkr.41.1.7.25084 · Cited by 849
Customer lifetime value research in marketing: A review and future directions
Jain, D., & Singh, S. S. (2002) · Journal of Interactive Marketing · doi:10.1002/dir.10032 · Cited by 583
Cited by
Return on Marketing: Using Customer Equity to Focus Marketing Strategy
Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004) · Journal of Marketing · doi:10.1509/jmkg.68.1.109.24030 · Cited by 2,151
Wetzel, H. A., Hammerschmidt, M., & Zablah, A. R. (2014) · Journal of Marketing · doi:10.1509/jm.12.0167 · Cited by 216
CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions
Verhoef, P. C., Venkatesan, R., McAlister, L., Malthouse, E. C., Krafft, M., & Ganesan, S. (2010) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2010.02.009 · Cited by 160
Metadata
- Authors
- Ryals, L.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2005-10
- Volume
- 69
- Issue
- 4
- Pages
- 252-261
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2131301419
- Cited by
- 421
- References
- 3
- FWCI
- 73.75
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
