Download Customer Equity Driver

Driving Customer EquityDriving 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

Driver DownloadCustomer 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:

  • 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.
  • Also included in the download are two cases, in Word .doc format.