Working Papers

Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions

Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml

Jan 1, 2001

Develops a “Customer Equity” framework based on the concept of customer lifetime value that offers a set of metrics enabling a company to project and quantify the financial impact of marketing expenditures. MSI Best Paper Award Winner

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