MSI Academic Trustee Roland T. Rust, University of Maryland, Katherine N. Lemon, Boston College, and past MSI Academic Trustee Valarie A. Zeithaml, University of North Carolina, are the recipients of the 2009 Sheth Foundation/Journal of Marketing Award for their article “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” which appeared in the Journal of Marketing (JM) in January 2004. The award is administered through the American Marketing Association Foundation, and recognizes the best article published in the Journal of Marketing that has made long-term contributions to the field of marketing. It will be presented at the AMA Winter Marketing Educators’ Conference in February 2010.
An earlier version of their article appeared as MSI Report No. 01-108, “Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions,” and was awarded the 2003 MSI Robert H. Buzzell Best Paper Award.