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Kumar V, Reinartz WJ. Customer relationship management: a databased approach. New York: Wiley; 2006. p. 115–122.
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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) [Internet]. 2003;17(1):9–24. Available from: https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=9390966&site=ehost-live
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Gupta S, Lehmann D, Stuart JA. Valuing Customers. Journal of Marketing Research (JMR) [Internet]. 2004;41(1):7–18. Available from: https://www.jstor.org/stable/30162308?seq=1#metadata_info_tab_contents
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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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Reinartz W, Thomas J, Kumar V. Balancing Acquisition and Retention Resources to Maximize Customer Profitability. Journal of Marketing [Internet]. 2005;69(1):63–79. Available from: https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=15403072&site=ehost-live
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Rust RTA, Lemon K, Zeithaml V. Return on Marketing: Using Customer Equity to Focus Marketing Strategy. Journal of Marketing [Internet]. 2004;68(1):109–127. Available from: https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=11924951&site=ehost-live
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Fader PS, Hardie BG. How to project customer retention. Journal of Interactive Marketing (John Wiley & Sons) [Internet]. 2007;21(1):76–90. Available from: http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=23687017&site=ehost-live
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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 [Internet]. 24(2):275–284. Available from: 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) [Internet]. 2005;42(4):415–430. Available from: https://www.jstor.org/stable/30162392?seq=1#metadata_info_tab_contents
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Fader P, Hardie B, Berger PD. Customer-Base Analysis with Discrete-Time Transaction Data. SSRN Electronic Journal. 2004;
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Fader PS, Hardie BGS, Shang J. Customer-Base Analysis in a Discrete-Time Noncontractual Setting. Marketing Science [Internet]. 2010;29(6):1086–1108. Available from: https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=56533208&site=ehost.live
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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 [Internet]. 2011 Mar;28(1):30–37. Available from: https://www.sciencedirect.com/science/article/pii/S0167811610000911
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Knox G, van Oest R. Customer Complaints and Recovery Effectiveness: A Customer Base Approach. Journal of Marketing [Internet]. 2014;78(5):42–57. Available from: https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=98365365&site=ehost-live
20.
During the course there may be hand-outs and other material on additional topics relevant for the course and the examination.