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Measuring customer equity and calculating marketing ROI
Rust, Roland T.; Lemon, Katherine N.; Zeithaml, Valarie A. - In: The handbook of marketing research : uses, misuses, and …, (pp. 588-601). 2006
Persistent link: https://www.econbiz.de/10003420686
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Das neue Gesicht des Marketings
Rust, Roland T.; Moorman, Christine; Bhalla, Gaurav - In: Harvard-Business-Manager : das Wissen der Besten 32 (2010) 3, pp. 86-94
Persistent link: https://www.econbiz.de/10003934429
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Customer equity : driving the value of the firm by increasing the value of customers
Rust, Roland T.; Bhalla, Gaurav - 2010
Persistent link: https://www.econbiz.de/10003968688
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Will the frog change into a prince? : predicting future customer profitability
Rust, Roland T.; Kumar, V.; Venkatesan, Rajkumar - In: International journal of research in marketing : IJRM ; … 28 (2011) 4, pp. 281-294
Persistent link: https://www.econbiz.de/10009406673
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The service revolution and the transformation of marketing science
Rust, Roland T.; Huang, Ming-hui - In: Marketing science : the marketing journal of the … 33 (2014) 2, pp. 206-221
Persistent link: https://www.econbiz.de/10010358790
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Drivers of customer equity
Rust, Roland T.; Kim, James; Dong, Yue; Kim, Tom J.; … - In: Handbook of research on customer equity in marketing, (pp. 17-43). 2015
Persistent link: https://www.econbiz.de/10010483503
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Driving customer equity : linking customer lifetime value to strategic marketing decisions
Rust, Roland T.; Lemon, Katherine N.; Zeithaml, Valarie A. - 2001
Persistent link: https://www.econbiz.de/10001618452