Annotated Bibliography

Stephen Lee

Professor Laureen Mgrdichian

BUSN 301, Section 2

14 September

Annotated Bibliography

Harrison-Walker, L. Jean, and Sue E. Neeley. "Customer Relationship Building on the Internet

in B2B Marketing: A Proposed Typology." Journal of Marketing Theory and Practice 12.1 (2004): 19-35. JSTOR. Web. 13 Sept. 2015.

Although there are a numerous amount of customer relationship marketing applications throughout the internet, there is a strong lack of organizing structure. This paper proposes a 3x3 typology, an e-CRM practice, while focusing on business-to-business interactions. The typology is split in two dimensions, the first being the stage of the purchase decision process and the second focusing on Berry and Parasuramarf’s levels of relationship marketing. This proposal can be implemented to create and evaluate a firm’s e-CRM strategies with respect to its business-to-business marketing objectives.

Musalem, Andrés, and Yogesh V. Joshi. "How Much Should You Invest in Each Customer

Relationship? A Competitive Strategic Approach." Marketing Science 28.3 (2009): 555-65. JSTOR. Web. 14 Sept. 2015.

While there is a lot of information regarding the basics of customer relationship management, how to implement customer relationship management and the importance of customer relationship management, there is very little information about how much a firm is to invest into customer relationship management. This paper analyzes firms’ decisions to invest in customer relationship management initiatives (such as acquisition and retention) in a competitive context. Musalem and Joshi then take that information and characterize each customer by their intrinsic preference towards each firm, the contribution margin that the customer generates for each firm, and the responsiveness to each firm’s retention and acquisition efforts. Through this information and the characterizations that the authors make, Musalem and Joshi come to the conclusion that firms should seek to...