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Berry MJA, Linoff G. Mastering data mining: the art and science of customer relationship management. New York: : John Wiley 2000. 111–21.
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Kumar V, Reinartz WJ. Customer relationship management: a databased approach. New York: : Wiley 2006. 115–22.
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Kumar V, Reinartz WJ. Customer relationship management: a databased approach. New York: : Wiley 2006. 128–30.
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Kumar V, Reinartz WJ. Customer relationship management: a databased approach. New York: : Wiley 2006. 131–5.
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Lattin JM, Carroll JD, Green PE. Analyzing multivariate data. Pacific Grove, Calif: : Thomson Brooks/Cole 2003. 477–90.
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Gupta S, Lehmann DR. Managing customers as investments: the strategic value of customers in the long run. Upper Saddle River: : Wharton School Pub 2005.
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Gupta S, Lehmann DR. Customers as assets. Journal of Interactive Marketing (John Wiley & Sons) 2003;17:9–24. doi:10.1002/dir.10045
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Gupta S, Lehmann D, Stuart JA. Valuing Customers. Journal of Marketing Research (JMR) 2004;41:7–18. doi:10.1509/jmkr.41.1.7.25084
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Gupta S, Lehmann DR. Managing customers as investments: the strategic value of customers in the long run. Upper Saddle River: : Wharton School Pub 2005.
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Blattberg RC, Deighton J. Manage Marketing by the Customer Equity Test. Harvard Business Review 1996;74:136–44.https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=9607100440&site=ehost-live
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Reinartz W, Thomas J, Kumar V. Balancing Acquisition and Retention Resources to Maximize Customer Profitability. Journal of Marketing 2005;69:63–79. doi:10.1509/jmkg.69.1.63.55511
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Rust RTA, Lemon K, Zeithaml V. Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing 2004;68:109–27. doi:10.1509/jmkg.68.1.109.24030
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Fader PS, Hardie BG. How to project customer retention. Journal of Interactive Marketing (John Wiley & Sons) 2007;21:76–90. doi:10.1002/dir.20074
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Fader PS, Hardie BGS, Lee KL. ‘Counting Your Customers’ the Easy Way: An Alternative to the Pareto/NBD Model. Marketing Science;24:275–84.https://search-proquest-com/docview/212268495?OpenUrlRefId=info:xri/sid:primo&accountid=142923
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Fader PS, Hardie BGS, Lee KL. RFM and CLV: Using Iso-Value Curves for Customer Base Analysis. Journal of Marketing Research (JMR) 2005;42:415–30. doi:10.1509/jmkr.2005.42.4.415
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Fader P, Hardie B, Berger PD. Customer-Base Analysis with Discrete-Time Transaction Data. SSRN Electronic Journal Published Online First: 2004. doi:10.2139/ssrn.596801
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Fader PS, Hardie BGS, Shang J. Customer-Base Analysis in a Discrete-Time Noncontractual Setting. Marketing Science 2010;29:1086–108. doi:10.1287/mksc.1100.0580
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van Oest R, Knox G. Extending the BG/NBD: A simple model of purchases and complaints. International Journal of Research in Marketing 2011;28:30–7. doi:10.1016/j.ijresmar.2010.11.001
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Knox G, van Oest R. Customer Complaints and Recovery Effectiveness: A Customer Base Approach. Journal of Marketing 2014;78:42–57.https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=98365365&site=ehost-live
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During the course there may be hand-outs and other material on additional topics relevant for the course and the examination.