How to Stop Customers from Fixating on Price
Articles / Price / Recommended Reading / Theory

How to Stop Customers from Fixating on Price

How to Stop Customers from Fixating on Price Marco Bertini and Luc Wathieu Harvard Business Review The Magazine, May 2010 At a consumer products company we’re familiar with, no one on the senior team would ever refer to the company’s products as “commodities.” Managers there know what the competition has to offer, and they know … Continue reading

Progress in customer relationship management adoption
Articles / Recommended Reading / Relationship

Progress in customer relationship management adoption

Progress in customer relationship management adoption: a cross-sector study Maureen Meadows and Sally Dibb Journal of Strategic Marketing (2012) 20(4) pp. 323–344 Published by The Open University Abstract Although customer relationship management (CRM) is widely used by organizations to capture and manage customer data, the process of implementation can be problematic. This article takes a … Continue reading

A Smarter Way to Reduce Customer Defections
Articles / Recommended Reading / Relationship

A Smarter Way to Reduce Customer Defections

A Smarter Way to Reduce Customer Defections Dina Gerdeman HBS Working Knowledge Research & Ideas, 11 Nov 2013 Companies can’t afford to lose hard-won customers, but in truth some are more important to keep than others. Recent research by Sunil Gupta and Aurélie Lemmens explains how to find them. Companies spend significant sums to acquire … Continue reading