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Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy
by Roland Rust
In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Custo ...more
Hardcover, 304 pages
Published June 27th 2000 by Free Press
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