Making customers pay: Measuring and managing customer risk and returns

Journal of Strategic Marketing

Volumn 11, Issue 3, 2003, Pages 165-175

  Ryals, Lynette ^a  

^a CRANFIELD UNIVERSITY   (United Kingdom)

Author keywords

Customer portfolio; Customer profitability; Customer Relationship Management (CRM); Customer risk

Indexed keywords

EID: 4243102083     PISSN: 0965254X     EISSN: 14664488     Source Type: Journal    
DOI: 10.1080/0965254032000133476     Document Type: Article

References (42)

1. Blattberg, R.C. and Deighton, J. (1996) Managing marketing by the customer equity criterion. Harvard Business Review 74(4), July-August, 136-44.
2. Brealey, R. (1983) Risk and Return on Common Stocks, Cambridge: MIT Press.
3. Christopher, M, Payne, A. and Ballantyne D. (1991) Relationship Marketing, Oxford: Butterworth Heinemann.
4. Davidson, H. (1997) Even More Offensive Marketing, London: Penguin.
5. Dhar, R. and Glazer, R. (2003) Hedging customers. Harvard Business Review 81(5), May-June, 86-92.
6. Doyle, P. (2000) Valuing marketing’s contribution. European Management Journal 18(3), 233-45.
7. Fiocca, R. (1982) Account portfolio analysis for strategy development. Industrial Marketing Management 11(1), 53-62.
8. Gupta, S., Lehmann, D.R and Stuart, J.A. (2001) Valuing Customers. Marketing Science Institute Working Paper no. 01-119, January, Cambridge: Marketing Science Institute.
9. Hunt, S.D. (1997) Competing through relationships: grounding relationship marketing in resource-advantage theory. Journal of Marketing Management 13(5), 431-45.
10. Ittner, C.D. and Larcker, D.F. (1998) Innovations in performance measurement: trends and research implications. Journal of Management Accounting Research 10, 205-38.
11. Jagannathan, R. and McGrattan, E. (1995) The CAPM debate. Federal Reserve Bank of Minneapolis Quarterly Review 19(4), 2-17.
12. Kutner, S. and Cripps J. (1997) Managing the customer portfolio of healthcare enterprises. The Healthcare Forum Journal 40(5), 52-4.
13. Larreche, J-C. and Srinivasan, V. (1981) STRATPORT: A decision support system for strategic planning. Journal of Marketing 45(Fall), 39-52.
14. Larreche, J-C. and Srinivasan, V. (1982) STRATPORT: A model for the evaluation and formulation of business portfolio strategies. Management Science 28(9), 979-1001.
15. Leggio, R.B. and Lien, D. (2003) Comparing alternative investment strategies using risk-adjusted performance measures. Journal of Financial Planning 16(1), 82-6.
16. Lemon, K.N., Rust, R.T. and Zeithaml, V.A. (2001) What drives customer equity. Marketing Management 10(1), 20-25.
17. Leszinski, R., Weber, F.A., Paganoni, R. and Baumgarten, T (1995) Profits in your backyard. McKinsey Quarterly 4, 119-27.
18. McNamara, G. and Bromiley, P. (1999) Risk and return in organizational decision-making. Academy of Management Journal 42(3), 330-39.
19. Mulhern, F.J. (1999) Customer profitability analysis: measurement, concentration, and research. Journal of Interactive Marketing 13(1), Winter, 25-40.
20. Murphy, J. (ed) (1989) Brand Valuation - Establishing a True and Fair View, London: Hutchinson.
21. Peppers, D. and Rogers, M. (1994) The One-to-One Future, London: Piatkus.
22. Peppers, D. and Rogers, M. (1995) A new marketing paradigm. Planning Review 23(2), 14-8.
23. Peppers, D. and Rogers, M. (1997) Enterprise One-to-One, London: Piatkus
24. Reichheld, F.F. (1993) Loyalty-based management. Harvard Business Review 71(2), March-April, 64-73.
25. Reichheld, F.F. (1996) The Loyalty Effect, Boston: Harvard Business School Press.
26. Reichheld, F.F and Sasser Jr., W.E. (1990) Zero defections: quality comes to services. Harvard Business Review 68(5), September-October, 105-11.
27. Reinartz, W.J. and Kumar, V. (2002) On the profitability of long lifetime customers: an empirical investigation and implications for marketing. Journal of Marketing 64(4), 17-35.
28. Reinartz, W.J. and Kumar, V. (2000) The mismanagement of customer loyalty. Harvard Business Review 80(7), July-Aug, 86-94.
29. Rust, R.T., Lemon, K.N and Zeithaml, V.A. (2001) Where should the next marketing dollar go. Marketing Management 10(3), 24-8.
30. Ryals, L.J., Knox, S.D. and Maklan, S. (2000) Customer Relationship Management, Management Research in Practice Series, London: FT Prentice Hall.
31. Ryals, L.J. (2002a) Total Customer Recognition: Integrated CRM at Wesleyan. (ECCH 502-021-1 and Teaching Note 502-021-8).
32. Ryals, L.J. (2002b) The Total Value of the Customer and Targeted Marketing Strategies, unpublished PhD thesis, Cranfield School of Management, Cranfield.
33. Sharpe, W.F. (1964) Capital asset prices: a theory of market equilibrium under conditions of risk. Journal of Finance 19(13), 425-42.
34. Sharpe, W.F. (1981) Investments, 2nd Edn, New Jersey: Prentice Hall.
35. Sheth, J.D. and Sharma, A. (2001) Efficacy of financial measures of marketing: it depends on markets and marketing strategies. Journal of Targeting, Measurement and Analysis for Marketing 9(4), 341-56.
36. Srivastava, R.K., Shervani, T.A. and Fahey, L. (1998) Market-based assets and shareholder value: a framework for analysis. Journal of Marketing 62(1), 2-18.
37. Srivastava, R.K., Shervani, T.A. and Fahey, L. (1999) Marketing, business processes, and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing 63(2), 168-79.
38. Varadarajan, P.R. and Jayachandran, S. (1999) Marketing strategy: an assessment of the state of the field and outlook. Journal of the Academy of Marketing Science 27(2), 120-43.
39. Ward, K. and Ryals, L.J. (2001) Latest thinking on attaching a financial value to marketing strategy. Journal of Targeting, Measurement and Analysis for Marketing 9(4), 327-40.
40. Webster, F.E. (1992) The changing role of marketing in the corporation. Journal of Marketing 56(4), October, 1-16.
41. Wilson C. (1996) Profitable Customers, London: Kogan Page.
42. Zeithaml, V.A., Rust, R.T. and Lemon, K.N. (2001) The customer pyramid: creating and serving profitable customers. California Management Review 43(4), 118-42.