Return on marketing: using customer equity to focus marketing strategy

RT Rust, Katherine N Lemon, Valarie A Zeithaml

Research output: Contribution to journal › Article › Academic › peer-review

1347 Citations (Scopus)

Cite this

@article{1c26b89f631145729301c71b1602bd71,

title = "Return on marketing: using customer equity to focus marketing strategy",

author = "RT Rust and Lemon, \{Katherine N\} and Zeithaml, \{Valarie A\}",

year = "2004",

language = "Undefined/Unknown",

volume = "68",

pages = "109--127",

journal = "Journal of Marketing",

issn = "0022-2429",

publisher = "American Marketing Association",

number = "1",

}