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Download Customer
Equity DriverTM
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Driving Customer Equity: How
Customer Lifetime Value is Reshaping
Corporate Strategy
Roland T. Rust,
University of Maryland
Valarie A. Zeithaml, University of
North Carolina
Katherine N. Lemon, Boston College
Winner 2002 Berry-AMA Book Prize
for the Best Book in Marketing
This award is given to
exceptional marketing books that
have set the standard for excellence
and that were published within the
previous three years.
2000, The Free Press
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 Customer
Equity Driver™
Download the new
Customer Equity Driver™ demo software plus
two cases -- free-to-use for non-commercial
and educational purposes.
The companion to the award-winning book,
Driving Customer Equity™, the demo version
of this software is now available for
download. This application and the two cases
also included are excellent resources for
teaching the practical uses of the customer
equity approach.
Authored by:
Roland
T. Rust, University of Maryland
Valarie A. Zeithaml, University of North
Carolina
Katherine N. Lemon, Boston College
Technical Details
(Journal Article):
*Rust, Roland T., Katherine N. Lemon
and Valarie A. Zeithaml (2004), "Return
on Marketing: Using Customer Equity to
Focus Marketing Strategy," Journal of
Marketing,
68 (1), 109-127.
* Robert D. Buzzell Best Paper Award,
2003, awarded for an earlier version of
the paper, entitled, "Driving Customer
Equity: Linking Customer Lifetime Value
to Strategic Marketing Decisions."
Previously known as the MSI Best Paper
Award, the Buzzell Award is awarded by
the Marketing Science Institute to honor
papers that have made a significant
contribution to marketing practice and
thought. It also serves to signal the
kind of writing and research that is of
lasting value to corporate marketing
executives.
Download:
Installation
Instructions:
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After downloading, unzip the file. You
will need a zip/unzip program like
WinZip to do this.
To download a free copy of WinZip, click
here.
- Run
setup.exe to start the installation
procedure, then follow the instructions
displayed on your screen.
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Also included in the download are two
cases, in Word .doc format.
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