Periodic Table of Marketing Strategy logo: MS element tile, number 26The Periodic Table of Marketing Strategy v1.0

Column 11 · 56 works

Relationships and Customer Equity

Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior”, Journal of Consumer Research, 31 (1), 87–101.

Anderson, Erin and Barton Weitz (1989), “Determinants of Continuity in Conventional Industrial Channel Dyads”, Marketing Science, 8 (4), 310–23.

Ascarza, Eva (2018), “Retention Futility: Targeting High-Risk Customers Might Be Ineffective”, Journal of Marketing Research, 55 (1), 80–98.

Bagozzi, Richard P. (1975), “Marketing as Exchange”, Journal of Marketing, 39 (4), 32–39.

Bagozzi, Richard P. (1978), “Marketing as Exchange: A Theory of Transactions in the Marketplace”, American Behavioral Scientist, 21 (4), 535–56.

Batra, Rajeev, Aaron Ahuvia, and Richard P. Bagozzi (2012), “Brand Love”, Journal of Marketing, 76 (2), 1–16.

Bendapudi, Neeli and Robert P. Leone (2003), “Psychological Implications of Customer Participation in Co-Production”, Journal of Marketing, 67 (1), 14–28.

Berger, Paul D. and Nada I. Nasr (1998), “Customer Lifetime Value: Marketing Models and Applications”, Journal of Interactive Marketing, 12 (1), 17–30.

Berry, Leonard L. (1983), “Relationship Marketing”, in Emerging Perspectives on Services Marketing, Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah, eds. Chicago: American Marketing Association, 25–28.

Blattberg, Robert C. and John Deighton (1991), “Interactive Marketing: Exploiting the Age of Addressability”, Sloan Management Review, 33 (1), 5–14.

Blattberg, Robert C. and John Deighton (1996), “Manage Marketing by the Customer Equity Test”, Harvard Business Review, 74 (4), 136–44.

Bolton, Ruth N., P.K. Kannan, and Matthew D. Bramlett (2000), “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value”, Journal of the Academy of Marketing Science, 28 (1), 95–108.

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 (3), 271–92.

Boulding, William, Richard Staelin, Michael Ehret, and Wesley J. Johnston (2005), “A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls, and Where to Go”, Journal of Marketing, 69 (4), 155–66.

Brodie, Roderick J., Linda D. Hollebeek, Biljana Jurić, and Ana Ilić (2011), “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research”, Journal of Service Research, 14 (3), 252–71.

De Wulf, Kristof, Gaby Odekerken-Schröder, and Dawn Iacobucci (2001), “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration”, Journal of Marketing, 65 (4), 33–50.

van Doorn, Jenny, Katherine N. Lemon, Vikas Mittal, Stephan Nass, Doreén Pick, Peter Pirner, and Peter C. Verhoef (2010), “Customer Engagement Behavior: Theoretical Foundations and Research Directions”, Journal of Service Research, 13 (3), 253–66.

Dowling, Grahame R. and Mark Uncles (1997), “Do Customer Loyalty Programs Really Work?”, Sloan Management Review, 38 (4), 71–82.

Dwyer, F. Robert (1989), “Customer Lifetime Valuation to Support Marketing Decision Making”, Journal of Direct Marketing, 3 (4), 8–15.

Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh (1987), “Developing Buyer-Seller Relationships”, Journal of Marketing, 51 (2), 11–27.

Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24 (4), 343–73.

Fournier, Susan, Susan Dobscha, and David Glen Mick (1998), “Preventing the Premature Death of Relationship Marketing”, Harvard Business Review, 76 (1), 42–51.

Garbarino, Ellen and Mark S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships”, Journal of Marketing, 63 (2), 70–87.

Grayson, Kent and Tim Ambler (1999), “The Dark Side of Long-Term Relationships in Marketing Services”, Journal of Marketing Research, 36 (1), 132–41.

Gupta, Sunil, Donald R. Lehmann, and Jennifer Ames Stuart (2004), “Valuing Customers”, Journal of Marketing Research, 41 (1), 7–18.

Gupta, Sunil and Valarie Zeithaml (2006), “Customer Metrics and Their Impact on Financial Performance”, Marketing Science, 25 (6), 718–39.

Harmeling, Colleen M., Robert W. Palmatier, Mark B. Houston, Mark J. Arnold, and Stephen A. Samaha (2015), “Transformational Relationship Events”, Journal of Marketing, 79 (5), 39–62.

Hunt, Shelby D., Dennis B. Arnett, and Sreedhar Madhavaram (2006), “The Explanatory Foundations of Relationship Marketing Theory”, Journal of Business & Industrial Marketing, 21 (2), 72–87.

Jackson, Barbara Bund (1985), “Build Customer Relationships That Last”, Harvard Business Review, 63 (6), 120–28.

Jayachandran, Satish, Subhash Sharma, Peter Kaufman, and Pushkala Raman (2005), “The Role of Relational Information Processes and Technology Use in Customer Relationship Management”, Journal of Marketing, 69 (4), 177–92.

Kotler, Philip (1972), “A Generic Concept of Marketing”, Journal of Marketing, 36 (2), 46–54.

Kumar, V. (2018), “A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation”, Journal of Marketing, 82 (1), 1–19.

Kumar, V. and Werner Reinartz (2016), “Creating Enduring Customer Value”, Journal of Marketing, 80 (6), 36–68.

Libai, Barak, Yakov Bart, Sonja Gensler, Charles F. Hofacker, Andreas Kaplan, Kim Kötterheinrich, and Eike Benjamin Kroll (2020), “Brave New World? On AI and the Management of Customer Relationships”, Journal of Interactive Marketing, 51, 44–56.

Macneil, Ian R. (1980), The New Social Contract: An Inquiry into Modern Contractual Relations. New Haven, CT: Yale University Press.

Martin, Kelly D., Abhishek Borah, and Robert W. Palmatier (2017), “Data Privacy: Effects on Customer and Firm Performance”, Journal of Marketing, 81 (1), 36–58.

McCarthy, Daniel M., Peter S. Fader, and Bruce G.S. Hardie (2017), “Valuing Subscription-Based Businesses Using Publicly Disclosed Customer Data”, Journal of Marketing, 81 (1), 17–35.

Moorman, Christine, Rohit Deshpandé, and Gerald Zaltman (1993), “Factors Affecting Trust in Market Research Relationships”, Journal of Marketing, 57 (1), 81–101.

Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, 58 (3), 20–38.

Mulhern, Francis J. (1999), “Customer Profitability Analysis: Measurement, Concentration, and Research Directions”, Journal of Interactive Marketing, 13 (1), 25–40.

Neslin, Scott A., Sunil Gupta, Wagner Kamakura, Junxiang Lu, and Charlotte H. Mason (2006), “Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models”, Journal of Marketing Research, 43 (2), 204–11.

Palmatier, Robert W., Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans (2006), “Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis”, Journal of Marketing, 70 (4), 136–53.

Palmatier, Robert W., Cheryl Burke Jarvis, Jennifer R. Bechkoff, and Frank R. Kardes (2009), “The Role of Customer Gratitude in Relationship Marketing”, Journal of Marketing, 73 (5), 1–18.

Pansari, Anita and V. Kumar (2017), “Customer Engagement: The Construct, Antecedents, and Consequences”, Journal of the Academy of Marketing Science, 45 (3), 294–311.

Peppers, Don and Martha Rogers (1993), The One to One Future: Building Relationships One Customer at a Time. New York: Currency Doubleday.

Reichheld, Frederick F. (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Boston: Harvard Business School Press.

Reinartz, Werner, Jacquelyn S. Thomas, and V. Kumar (2005), “Balancing Acquisition and Retention Resources to Maximize Customer Profitability”, Journal of Marketing, 69 (1), 63–79.

Reinartz, Werner J. and V. Kumar (2000), “On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing”, Journal of Marketing, 64 (4), 17–35.

Rust, Roland T., Katherine N. Lemon, and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy”, Journal of Marketing, 68 (1), 109–27.

Schulze, Christian, Bernd Skiera, and Thorsten Wiesel (2012), “Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation”, Journal of Marketing, 76 (2), 17–32.

Sheth, Jagdish N. and Atul Parvatiyar (1995), “Relationship Marketing in Consumer Markets: Antecedents and Consequences”, Journal of the Academy of Marketing Science, 23 (4), 255–71.

Sirdeshmukh, Deepak, Jagdip Singh, and Barry Sabol (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, 66 (1), 15–37.

Steinhoff, Lena, Denni Arli, Scott Weaven, and Irina V. Kozlenkova (2019), “Online Relationship Marketing”, Journal of the Academy of Marketing Science, 47 (3), 369–93.

Steinhoff, Lena and Robert W. Palmatier (2016), “Understanding Loyalty Program Effectiveness: Managing Target and Bystander Effects”, Journal of the Academy of Marketing Science, 44 (1), 88–107.

Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park (2005), “The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands”, Journal of Consumer Psychology, 15 (1), 77–91.

Venkatesan, Rajkumar and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy”, Journal of Marketing, 68 (4), 106–25.