TY  - BOOK
AU  - Rust, Roland T.
AU  - Zeithaml, Valarie A.
AU  - Lemon, Katherine N.
TI  - Driving customer equity: how customer life time value is rehaping corporate strategy.
SN  - 0684864665
AV  - HF5415.5.R87 
PY  - 2000///
CY  - Toronto
PB  - The Free Press
N1  - Includes index and appendix; Contents: Beyond brand equity: The case for customer equity -- The Profitable product death spiral -- The True lifetime value of the customer -- The Customer equity framework: A framework for customer equity --  Driving value equity -- Driving brand equity -- Driving retention equity -- Customer-Centered strategy: Measuring customer equity -- Evaluating financial impact -- Strategic analysis -- Managing customer equity: The customer pyramid -- Managing the customer pyramid -- Customer alchemy -- The Internet as the ultimate customer equity tool -- The Customer equity corporation -- Appendices: Obtaining the lifetime value -- Example of customer survey -- Calculating the importance of customer equity drivers
ER  -