How to grow a brand: Retain or acquire customers?

Zero defections: quality comes to services.

Frederick F. Reichheld, W. Earl Sasser · PubMed · 1990 · 5.3K citations

Management, Quality Management, Strategic Management +15

Return on Marketing: Using Customer Equity to Focus Marketing Strategy

Roland T. Rust, Katherine N. Lemon, Valarie A. Zeithaml · Journal of Marketing · 2003 · 2.1K citations

Business, Marketing, Marketing Management +9

The Customer Relationship Management Process: Its Measurement and Impact on Performance

Werner Reinartz, Manfred Krafft, Wayne D. Hoyer · Journal of Marketing Research · 2004 · 1.7K citations

Management, Marketing, Marketing Management +14

Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development

Peter C. Verhoef · Journal of Marketing · 2003 · 1.5K citations

Business, Marketing, Marketing Management +17

The loyalty effect: The hidden force behind growth, profits, and lasting value

Long Range Planning · 1996 · 1.4K citations

Business, Marketing, Marketing Management +14