All Customers are Equal, but Some are More Equal Should Firms Prioritize their Customers ?
By: Christian Homburg, Dirk Totzek and Mathias Droll
References
- Dhar, Ravi and Rashi Glazer (2003), “Hedging Customers,” Harvard Business Review, 81 (5), pp. 86 - 92.
- Homburg, Christian, Sabine Kuester, and Harley Krohmer (2009), “Marketing Management - A Contemporary Perspective,“ London: McGraw-Hill.
- Shah, Denish, Roland T. Rust, A. Parasuraman, Richard Staelin, and George S. Day (2006), “The Path to Customer Centricity,” Journal of Service Research, 9 (2), pp. 113 - 124.
- Zeithaml, Valarie A., Roland T. Rust, and Katherine N. Lemon (2001), “The Customer Pyramid: Creating and Serving Profitable Customers,” California Management Review, 43 (4), pp. 118 - 142.
DOI: https://doi.org/10.2478/gfkmir-2014-0067 | Journal eISSN: 2628-166X (formerly 1865-5866)
Language: English
Page range: 16 - 25
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
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© 2014 Christian Homburg, Dirk Totzek, Mathias Droll, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.