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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.
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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PubType: Academic Journal
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RecordInfo BibRecord:
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      – Type: doi
        Value: 10.1509/jmkg.68.1.109.24030
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      – Code: eng
        Text: English
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        PageCount: 19
        StartPage: 109
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      – TitleFull: Return on Marketing: Using Customer Equity to Focus Marketing Strategy.
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            NameFull: Rust, Roland T.
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            NameFull: Lemon, Katherine N.
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            NameFull: Zeithaml, Valarie A.
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              Text: Jan2004
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              Y: 2004
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              Value: 68
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