Return on Marketing : Using Customer Equity to Focus Marketing Strategy

  title={Return on Marketing : Using Customer Equity to Focus Marketing Strategy},
  author={Roland T. Rust and Katherine N. Lemon and Valarie A. Zeithaml},
The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm’s customer equity is the change in its current and future customers’ lifetime values, summed across all customers in the industry. Each customer’s lifetime value results from… CONTINUE READING
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