Return on Marketing: Using Customer Equity to Focus Marketing Strategy.
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| Title: | Return on Marketing: Using Customer Equity to Focus Marketing Strategy. |
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| Authors: | Rust, Roland T.1,2,3 rrust@rhsmith.umd.edu, Lemon, Katherine N.4 lemonka@bc.edu, Zeithaml, Valarie A.5 zeithamv@bschool.unc.edu |
| Source: | Journal of Marketing. Jan2004, Vol. 68 Issue 1, p109-127. 19p. 1 Diagram, 5 Charts, 3 Graphs. |
| Database: | Business Source Ultimate |
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| ISSN: | 00222429 |
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| DOI: | 10.1509/jmkg.68.1.109.24030 |
