Books

Marketing faculty members publish regularly in the leading marketing journals, and have written a number of influential books. They have consistently won outstanding teaching awards by presenting the latest marketing concepts in clear and interesting ways.

Customer Equity Management   Customer Equity Management
Roland T. Rust, 
Kay N. Lemon and Das Narayandas
2004, Prentice Hall
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e-Service book cover   E-Service 
Roland T. Rust and P. K. Kannan
2002, M.E. Sharpe
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Driving Customer Equity   Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy 
Roland T. Rust,
Valarie A. Zeithaml and Katherine N. Lemon 
* Winner 2002 Berry-AMA Book Prize for the Best Book in Marketing 
2000, The Free Press
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Service Marketing Cover   Service Marketing 
Roland T. Rust, 
Anthony J. Zahorik and Timothy L. Keiningham 
1996, Harper Collins
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Readings in Service Marketing Cover   Readings in Service Marketing 
Roland T. Rust, 
Anthony J. Zahorik and Timothy L. Keiningham 
1996, Harper Collins
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Return on Quality Cover   Return on Quality 
Roland T. Rust, 
Anthony J. Zahorik and Timothy L. Keiningham 
1994, Irwin Publishing
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Service Quality Cover   Service Quality 
Roland T. Rust and Richard L. ("Rich") Oliver 
1994, Sage Publishing
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Advertising Media Models Cover   Advertising Media Models 
Roland T. Rust 
1986, Lexington Books
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