| Managing the co-creation of value AF Payne, K Storbacka, P Frow Journal of the academy of marketing science 36, 83-96, 2008 | 5615 | 2008 |
| A strategic framework for customer relationship management A Payne, P Frow Journal of marketing 69 (4), 167-176, 2005 | 3754 | 2005 |
| Co-creating brands: Diagnosing and designing the relationship experience A Payne, K Storbacka, P Frow, S Knox Journal of business research 62 (3), 379-389, 2009 | 1151 | 2009 |
| Towards the ‘perfect’customer experience P Frow, A Payne Journal of Brand Management 15 (2), 89-101, 2007 | 806 | 2007 |
| Managing co‐creation design: A strategic approach to innovation P Frow, S Nenonen, A Payne, K Storbacka British journal of management 26 (3), 463-483, 2015 | 729 | 2015 |
| Customer relationship management: Strategy and implementation A Payne, P Frow The Marketing Book, 439-466, 2016 | 722 | 2016 |
| A stakeholder perspective of the value proposition concept P Frow, A Payne European journal of marketing 45 (1/2), 223-240, 2011 | 703 | 2011 |
| Value propositions as communication practice: Taking a wider view D Ballantyne, P Frow, RJ Varey, A Payne Industrial marketing management 40 (2), 202-210, 2011 | 695 | 2011 |
| The role of multichannel integration in customer relationship management A Payne, P Frow Industrial marketing management 33 (6), 527-538, 2004 | 661 | 2004 |
| The customer value proposition: evolution, development, and application in marketing A Payne, P Frow, A Eggert Journal of the Academy of Marketing Science 45, 467-489, 2017 | 592 | 2017 |
| Co-creation practices: Their role in shaping a health care ecosystem P Frow, JR McColl-Kennedy, A Payne Industrial Marketing Management 56, 24-39, 2016 | 535 | 2016 |
| Value propositions: A service ecosystems perspective P Frow, JR McColl-Kennedy, T Hilton, A Davidson, A Payne, D Brozovic Marketing theory 14 (3), 327-351, 2014 | 489 | 2014 |
| Conceptualizing and communicating value in business markets: From value in exchange to value in use A Eggert, W Ulaga, P Frow, A Payne Industrial marketing management 69, 80-90, 2018 | 388 | 2018 |
| Relationship marketing: looking backwards towards the future A Payne, P Frow Journal of services marketing 31 (1), 11-15, 2017 | 337 | 2017 |
| Resource integration M Kleinaltenkamp, RJ Brodie, P Frow, T Hughes, LD Peters, ... Marketing theory 12 (2), 201-205, 2012 | 325 | 2012 |
| Strategic customer management: Integrating relationship marketing and CRM A Payne, P Frow Cambridge University Press, 2013 | 292 | 2013 |
| Customer relationship management: a strategic perspective PE Frow, AF Payne Journal of business market management 3, 7-27, 2009 | 258 | 2009 |
| Developing superior value propositions: a strategic marketing imperative A Payne, P Frow Journal of Service Management, 2014 | 221 | 2014 |
| Designing business models for value co-creation K Storbacka, P Frow, S Nenonen, A Payne Special issue–Toward a better understanding of the role of value in markets …, 2012 | 220 | 2012 |
| Customer management and CRM: addressing the dark side P Frow, A Payne, IF Wilkinson, L Young Journal of Services Marketing 25 (2), 79-89, 2011 | 220 | 2011 |
