Business Research Guide: BUSI 438

Week 1

• "Lead for Loyalty" by Frederick Reichheld

Week 2

• "No One Is Above the Laws of Branding" by Adam Cufr
• "Loyalty and the Renaissance of Marketing" by Frederick Reichheld

Week 3

• "Loyalty-Based Management" by Frederick Reichheld
• "A Better Way to Map Brand Strategy" by Dawar and Bagga

Week 4

• "Trust in the Age of Transparency" by Julia Kirby
• "Extreme Trust: The New Competitive Advantage" by Peppers and Rogers

Week 5

• "Is Your CRM as Intelligent as It Should Be?" by Michael Vickers
• "Tuning In to the Voice of Your Customer" by Allen, Reichheld, and Hamilton

Week 6

• "Better Brand Management through Design Thinking" by Pamfilie and Croitoru

Week 7

• Book Review: "David Aaker, Aaker on Branding: 20 Principles that Drive Success"
• "Avoid the Four Perils of CRM" by Reichheld, Rigby, and Schefter

Week 8

• "How Valuable if Word of Mouth?" by Kumar, Peterson, and Leone
• "The One Number You Need to Grow" by Frederick Reichheld

When researching brands, consumer products, and relevant marketing principles, it is highly recommended that you use topic-specific databases in order to do specialized searching. Here are a few good ones with which you might begin your research.