"No Problem! How Confident? Comforting Findings from JCR Pretests, Manipulation Checks, and Problem-Incidence Levels."

David C. Schmittlein and Donald G. Morrison.

"Why Customers Belong in Your List of Assets."

Schmittlein, David C. Australia Business Review Weekly, May 19, 1997.

"Keep Your Customer and You'll Be Satisfied."

Schmittlein, David C. Australia Business Review Weekly, May 1997.

"The Effect of Variety Seeking Behavior on Optimal Product Positioning."

Sarigollu, Emine and David C. Schmittlein. Applied Stochastic Models and Data Analysis Vol. 12, No. 1 (1996): 27-44.

"Assessing How Many Customers Have Really Been Won or Lost in Industrial Markets."

J. U. Farley and David C. Schmittlein.

"Customers as Strategic Assets."

The Financial Times, December 1995.