Driving customer equity
Subtitle: linking customer lifetime value to strategic marketing decisions
By: Ronald T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml
Contributors: Lemon, Katherine N.; Zeithaml, Valarie A; Marketing Science Institute
Series: Working paper series -- no. 01-108; Report (Marketing Science Institute) -- no. 01-108
Publisher: Marketing Science Institute
Published: 2001
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 55
Subjects: Product management; Marketing -- Decision making; Brand loyalty; Brand name products
Notes: Includes bibliographical references (p. 45-54)