ספרות מומלצת

Rust, Ronald  T., Valarie A. Zeithaml and Katherine N. Lemon (2000). Driving Customer Equity, The Free Press.

 

Richard L. Oliver “Satisfaction” (1997), McGraw – Hill, chapter 14.

 

“The Economics of Customer Loyalty,” Ch 2. in Reichheld, Fredrick (1996) The Loyalty Effect, Harvard Business School Press.

 

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

 

Blattberg, Robert C., Gary Getz and Jacquelyn S. Thomas (2001). Customer Equity, Harvard Business School Press. Chapters 3-5

 

Hoffman, Donna L. and  Thomas P Novak (2000). “How to Acquire Customers on the Web,” Harvard Business Review; May/Jun (78/3), 179-183.

 

Reichheld, Fredrick (1996). “Learning from Customer Defections,” Harvard Business Review, March –April, 56-67.

 

Blattberg, Robert C., and Deighton, John. (1996), “Manage Marketing by the Customer Equity Test,” Harvard Business Review, July-August, 136-144.

 

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

 

Reichheld Frederick F. and  ; Phil Schefter (2000) “E-loyalty: Your Secret Weapon on the Web,” Harvard Business Review; 78/4 ( Jul/Aug), 105-113. 

 

Thompson, Harvey (2000). The Customer Centered Enterprise, McGraw-Hill.

Frederick E. Webster, Yoram Wind “Organizational Buying Behavior”, (1972), Prentice Hall)

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