Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

By Vinay Kumar, J. Petersen. 2005

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Toward a 'masstige' theory and strategy for marketing (2018, background): “Different customer-level marketing tactics drive marketing strategy (Kumar and Petersen, 2005).”
Assessing the Impact of Customer Concentration on Initial Public Offering and Balance Sheet–Based Outcomes (2017, background): “Indeed, Kumar and Petersen (2005) suggest that firms should carefully choose customers that are most valuable to the organization, suggesting that firms may choose the level of customer concentration to improve their future performance and that customer concentration may be endogenous.”
The Diffusion of Services (2009, background): “As firms aim to better understand the economic value they give to their shareholders, there is increasing interest in the marketing–finance interface in general (e.g., Hogan et al. 2002; Kumar and Petersen 2005).”
Modeling Customer Lifetime Value (2006, methodology): “This framework is intuitive and its variations have been used by many researchers (Gupta and Lehmann 2005; Gupta and Zeithaml 2006; Kumar and Petersen 2005; Rust et al. 2004).”