Value-Based CRM

Harvard business review

Journal of the American Dietetic Association · 1994 · 46.5K citations

Harvard Business Review

J. Scott Armstrong, David M. Georgoff · International Journal of Forecasting · 1988 · 18.2K citations

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

A Strategic Framework for Customer Relationship Management

Adrian Payne, Pennie Frow · Journal of Marketing · 2005 · 2K citations

Management, Strategic Management, Strategy +12

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