Enseignants
Langue
d'enseignement
d'enseignement
Anglais
Autres infos
Ce cours est enseigné en anglais. Merci de consulter la version anglaise du descriptif.
Bibliographie
Recommended readings
Textbooks and ebooks:
Textbooks and ebooks:
- “Customer Relationship Management: Concept, Strategy and Tools”, V. Kumar and W. Reinartz, Springer
- “Statistical Methods in Customer Relationship Management”, V. Kumar and J. Andrew Petersen, Wiley & Sons
- “Profitable Customer Engagement: Concept, Metrics and Strategies”, V. Kumar, Sage Publications
- “Customer Centricity: Focus on the Right Customers for Strategic Advantage”, P. Fader, Wharton School Press
- “The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value”, P. Fader and S. Toms, Wharton School Press
- Datta et al. (2015), “The Challenge of Retaining Customers Acquired with Free Trials”, Journal of Marketing Research, 52, 217-234.
- de Vries et al. (2017), “Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition”, Journal of Marketing, 81, 1-15
- Dorotic et al. (2012), “Loyalty Programs: Current Knowledge and Research Directions”, International Journal of Management Reviews, 14, 217–237.
- Gershon, R., & Jiang, Z. (2025), "Referral Contagion: Downstream Benefits of Customer Referrals," Journal of Marketing Research, 62(1), 97-116.
- Kumar et al. (2015), “Regaining “Lost” Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer”, Journal of Marketing, 79, 34-55.
- Kumar et al. (2010), “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value”, Journal of Service Research, 13(3), 297-310.
- Lemon, K., & Verhoef, P. (2016), “Understanding Customer Experience Throughout the Customer Journey”, Journal of Marketing, 80(6), 69-96
- Schmitt, P., Skiera, B., & Van den Bulte (2011), "Referral Programs and Customer Value," Journal of Marketing, 75(1), 46-59
- Shah et al. (2006), “The Path to Customer Centricity”, Journal of Service Research, 9(2), 113-124.
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