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Lifelong Learning Faculty Seminars: Additional Reading
Thursday, March 30, 2006
"All Customers Are Not Created Equal"
James M. Lattin, Robert A. Magowan Professor of Marketing
James Lattin's research interests include choice models, purchase behavior, scanner data, database marketing, and models of consumer acquisition and retention. His work on consideration sets, store choices, and responses to alternative pricing formats has provided important insights for behavioral as well as quantitative researchers and also has had great impact within industry. His current work focuses on modeling customer lifetime value and one-to-one marketing. In this seminar, Professor Lattin will discuss his work on developing a model to reveal the hidden dynamics of customer relationships over time. He will present some results from using his model to examine the donation behavior of University alumni and conclude the talk with some reflections on the implications for marketing practice in general.
Selected Articles
Additional reading material has been selected by Jackson Library Staff. Due to contractual arrangements, remote access is only available to the current Stanford community and the subscribers of the "Library Databases" offered through the GSB Alumni's Lifelong Learning Program. Other access is limited to onsite at Jackson Library. Inclusion below does not imply University endorsement of ideas expressed.
A Satisfied Customer Isn't Enough. HBR Working Knowledge March 2006
Deep loyalty turns customers into word-of-mouth promoters-and that's a force you need for growth.
View article
Experiences Versus Relationships. CRM Magazine February 2006
Discusses the importance of building positive customer experiences instead of relationships in relation to the customer relationship management (CRM) industry.
View article ![[icon - Stanford Network]](/images/icon-su.gif){kind=icon}
A Hidden Markov Model of Customer Relationship. Working Paper March 2005 This paper addresses the issue of modeling and understanding the dynamics of customer relationships.
View article [
PDF 957bytes]
The Real Value of Customer Loyalty. MIT Sloan Management Review Winter 2002
The article addresses the impact of customer-lifetime value (LV) on management decisions illustrated in the August 2001 working paper, "Customers as Assets," by Sunil Gupta and Donald R. Lehmann. The authors suggest that any calculation of LV must take three factors into account: margin, retention rate, and discount rate.
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The Limits of One to One Marketing. Stanford GSB Research August 2000
The vision of one-to-one marketing, a concept that has gained new vigor in the interactive age of online marketing, has captured the imagination of managers,
students, and educators.
View article
Selected Books
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The CRM Handbook: A Business Guide to Customer Relationship Management |
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Customer Relationship Management: Integrating Marketing Strategy and Information Technology |
Selected Websites
