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MRKT 6120 Relationship Marketing: Welcome & Course Readings

Welcome to your course guide

Please find your required library readings below. If you have problems with the links below, please contact the Library. If you have APA questions about these materials, please contact the Writing Center.

MRKT 6120 Course Readings

After clicking on a citation below, enter your myWalden user name and password at the prompt.

Please Ask a Librarian if you have any questions about the links.

Barlow, J., & Moller, C. (2008). A complaint is a gift: Recovering customer loyalty when things go wrong (2nd ed.). Williston, VT: Berrett-Koehler Publishers.

Brooks, B. (2013). Will your prospect become a customer? American Salesman, 58(1), 10–13.

Budman, M. (2012). Do your customers trust you? Conference Board Review, 37–43.

Corrigan, H., Craciun, G., & Powell, A. (2014). How does Target know so much about its customers? Utilizing customer analytics to make marketing decisions. Marketing Education Review, 24(2), 159–166.

Erickson, J., & Vishnevsky, J. (2012). Separate the good from the bad. Wearables, 16(5), 37.

Estrella-Ramón, A. M., Sánchez-Pérez, M., Swinnen, G., & VanHoof, K. (2013). A marketing view of the customer value: Customer lifetime value and customer equity. South African Journal of Business Management, 44(4), 47–64.

Finkelstein, B. (2010). Keeping your cool with bad customers. Origination News, 19(12), 23.

Kidwai, S., & Imperatore, C. (2011). How to use social media as an advocacy tool. Techniques: Connecting Education and Careers, 86(6), 36–39.

Kim, H.-Y., Lee, J. Y., Choi, D., Wu, J., & Johnson, K. P. (2013). Perceived benefits of retail loyalty programs: Their effects on program loyalty and customer loyalty. Journal of Relationship Marketing, 12(2), 95–113.

Kirby, J. (2012). Trust in the age of transparency. Harvard Business Review, 90(7/8), 158–159.

Klick, A. (2011). Managing through disruption. Financial Executive, 27(10), 51–54.

Kolsky, E. (2014). The future of CRM is outcome-driven. CRM Magazine, 18(4), 46.

Leary, B. (2014). Why customer experience is the true king. CRM Magazine, 18(1), 51.

Minsker, M. (2014). Customer engagement is the future of CRM. CRM Magazine, 18(10), 17.

Nitu, C. V., Ionescu, A., & Tileaga, C. (2014). Evolution of CRM in SCRM. Economics, Management, and Financial Markets, 9(1), 303–310.

Schmitt, P., Skiera, B., & Van den Bulte, C. (2011). Referral programs and customer value. Journal of Marketing, 75(1), 46–59.

Smile Dealers Makes Photos Go Further. (2014). NZ Marketing Magazine, 80–81.

Stern, Z. (2010). Who’s smarter: Apple Genius or Best Buy Geek? PC World, 28(10), 23–24.

Triplett, T. (2013). Cross-selling: It’s important, but often neglected. ABA Bank Marketing, 45(8), 32.

Other Readings

Optional or supplemental readings may or may not be available in the library. Find further information about optional readings here.

If you have questions about your required course textbooks, please contact Customer Care at