Using a Customer-Level Marketing Strategy to Enhance Firm Performance: A Review of Theoretical and Empirical Evidence

Der Wert der Mundpropaganda - Marketing: Was bringt es, wenn Konsumenten ein Unternehmen weiterempfehlen? Mit einem neuen Verfahren lässt sich der Kundenwert berechnen.

Kumar, V., (2008)

TOOL KIT - How Valuable Is Word of Mouth? Your most profitable customers are probably not the ones who buy the most -- They're the ones who do the best job of referring your firm to others. Use this tool to distinguish the two groups -- And raise the lifetime value of both.

Kumar, V., (2007)

Are Product Returns a Necessary Evil? Antecedents and Consequences

Petersen, J.Andrew, (2009)