Customer Equity

As the business world moves to customer-focused management, customer lifetime value becomes the focus of marketing's efforts. The total of all of the lifetime values of all of the firm's current and future customers is the firm's customer equity. Publications from CES are shaping business thinking as to how to make customer equity the strategic focus of the firm. The award-winning customer equity models devised by Center faculty have been successfully applied at numerous leading corporations worldwide.

Customer Equity Management

Roland T. Rust,
Kay N. Lemon and Das Narayandas


2004, Prentice Hall

Purchase on Amazon.com *
Driving Customer Equity

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

DOWNLOAD THE FREE COMPANION SOFTWARE CUSTOMER EQUITY DRIVER™ (DEMO VERSION) & CASES.