I recently read an article from the July 2013 Journal of Marketing issue titled, “Growing Existing Customers’ Revenue Streams Through Customer Referral Programs” authored by Ina Garnefeld, Andreas Eggert, Sabrina V. Helm, and Stephen S. Tax. The title struck me as interesting because it focused on "existing" customers and referral programs whereas I typically first think of "new customer acquisition" when evaluating referral programs.The authors conclude that....