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Customer Equity Management Paperback – 19 May 2005

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Product Description

From the Back Cover

  • Practical
  • Framework
  • Applied
  • Cases
  • Award-Winning Research

About the Author

Roland T. Rust holds the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland, where he is Chair of the Marketing Department and directs the Center for Excellence in Service. His lifetime achievement honors include the American Marketing Association's Gilbert A. Churchill Award for Lifetime Achievement in Marketing Research, the Outstanding Contributions to Research in Advertising award from the American Academy of Advertising, the AMA's Career Contributions to the Services Discipline Award, Fellow of the American Statistical Association, and the Henry Latané Distinguished Doctoral Alumnus Award from the University of North Carolina at Chapel Hill. He has won best article awards for articles in Marketing Science, Journal of Marketing Research, Journal of Marketing (twice), Journal of Advertising, and Journal of Retailing, as well as MSI's Robert D. Buzzell Best Paper Award (twice). His book, Driving Customer Equity (written with Valarie Zeithaml and Katherine Lemon) won the 2002 Berry-AMA Book Prize for the best marketing book of the previous three years. His work has received extensive media coverage, including a Business Week cover story and an appearance on ABC World News Tonight with Peter Jennings. He is the founder and Chair of the AMA Frontiers in Services Conference, and serves as founding Editor of the Journal of Service Research. Professor Rust also is an Area Editor at Marketing Science and Production and Operations Management, and serves on the editorial review boards of the Journal of Marketing Research, Journal of Marketing, and the Journal of Interactive Marketing. He has consulted with many leading companies worldwide, including such companies as American Airlines, AT&T, Chase Manhattan Bank, Dow Chemical, DuPont, FedEx, IBM, Nortel, Procter & Gamble, Sears, Unilever, and USAA. Email:

Katherine N. Lemon, Ph.D., is an associate professor of marketing at the Wallace E. Carroll School of Management, Boston College. She is a recognized leader in the areas of customer equity, customer asset management and marketing strategy. Lemon serves on the editorial boards of the Journal of Marketing, Journal of Service Research, Journal of the Academy of Marketing Science, International Journal of Electronic Commerce and the Journal of Interactive Marketing, and on the Academic Council of the American Marketing Association. She has received multiple best-article awards for her research, including the Journal of Marketing and the Journal of Service Research, and is a recipient of the American Marketing Association's Berry Book Award and of the 2003 and 2004 Marketing Science Institute Robert D. Buzzell Best Paper Award. Lemon's prior books include Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy (The Free Press, 2000; with Rust and Zeithaml), and Wireless Rules (McGraw-Hill, 2001, with Newell). She teaches courses focusing on customer equity, dynamic customer relationship management, marketing strategy, and marketing ROI. Lemon has consulted with and taught senior executives at leading global companies including Microsoft, Eli Lilly and Company, Timberland, IBM, Pearson Education, Siemens Corporation, Hewlett-Packard, Citigroup, Deloitte, HSBC, Ericsson, Textron, The Capital Markets Company (CAPCO), Copernicus Marketing, and the US Office of Thrift Supervision, and in executive development programs at Wharton and Duke. She has also been an invited and keynote speaker at numerous industry conferences around the world. Email:

Das Narayandas, Ph.D. is Professor of Business Administration at the Harvard Business School. He teaches the Business Marketing Elective in the MBA program, and is the Chair of the Business Marketing Strategy for senior sales and marketing executives at the Harvard Business School. He was the Class Day faculty speaker for the MBA Class of 2001. He also received the award for teaching excellence from the MBA Class of 2000 and, more recently, from the MBA Class of 2003. Professor Naryandas' background includes over six years of management experience in sales and marketing for various multinational firms that involved field sales and sales force management, new product development, alliance formation, and marketing communications. His articles have appeared in the Journal of Marketing, Journal of Service Research, Journal of Marketing Research, Sloan Management Review, the Journal of the Academy of Marketing Science and other publications. He serves on the editorial board of the Journal of the Academy of Marketing Science. He has been quoted in publications such as the Economist, and U.S. World and News Report amongst others. Naryandas has developed and executed in-house training programs for such companies as Arrow Electronics, Nortel, Allied Signal, Compaq, Oce, Tata Group, Satyam Computers, and Liberty Mutual. He has also consulted for 3M, Adecco, Microsoft, Nortel, Praxair, and other companies in the areas of Customer Management, Strategic Marketing, Pricing, and Salesforce Management. His current research interests focus on business-to-business marketing and management of customer relationships. Email:

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Most Helpful Customer Reviews on (beta) 2 reviews
Useful intro to CEM 6 Feb. 2011
By Erik N - Published on
Format: Paperback Verified Purchase
As a marketing professional I found the book to give a good understanding of the concept customer equity management (CEM), although it may be overly comprehensive and dry at times.

More practical books may be Market-Based Management (5th Edition) and Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (2nd Edition), which I've found to cover the most important aspects in a clearer manner for my purposes.
introductory book 26 Nov. 2013
By David Ros Pelegay - Published on
Format: Paperback
An introductory book to the related issue, many cases but poor in contents if you want to go further.

Good for read it in a library rather than as being a part of your reference book collection for future inquiries
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