Marketing Communications

(Ron) #1
REFERENCES 457

(^63) Riechheld, F.F. and Sasser, W.E. (1990), ‘Zero Defections:
Quality Comes to Services’, Harvard Business Review
(September/October), 105–11.
(^64) Christopher, M., Payne, A. and Ballantine, D. (1994),
Relationship Marketing: Bringing Quality, Customer Service
and Marketing Together. Oxford: Butterworth–Heinemann.
(^65) http://www.harley-davidson.com (accessed 28 September 2012).
(^66) http://www.mmc.co.uk/Creative-Showreel/NoFlash/Cam
paign/?campaign=938743b0-5675-454a-8230-92d2b6d
32d28, http://www.ipc.be/en/Intelligence/Direct_Marketing/
~/media/Documents/PUBLIC/Markets/Case_Studies/
Best%20Practice%20-%20Heinz%20-%20Baby%20Club.
ashx (accessed 28 September 2012).
(^67) Reichheld, F.F. (2001), The Loyalty Effect: The Hidden
Force Behind Growth, Profits and Lasting Value. Boston,
MA: Harvard Business School Press.
(^68) Curry, A. and Curry, J. (2002), The Customer Marketing
Method: How to Implement and Profit From Customer
Relationship Management. Riverside, NJ: Simon & Schuster.
(^69) O’Brien, L. and Jones, C. (1995), ‘Do Rewards Really Create
Loyalty?’, Harvard Business Review, 73(3), 75–82.
(^70) David Sheppard Association (1999), The New Direct
Marketing: How to Implement a Profit-Driven Data-base
Marketing Strategy. Maidenhead: McGraw-Hill Education.
(^71) http://www.marketingsherpa.com/article.php?ident
=32173 (accessed 28 September 2012).
M13_PELS3221_05_SE_C13.indd 457 6/5/13 2:56 PM

Free download pdf