Where Should the Next Marketing Dollar Go?

Rust, Roland T.; Lemon, Katherine N.; Zeithaml, Valarie A.
September 2001
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p24
Where should the next marketing dollar go? Marketing executives should spend it where it will have the greatest impact on the lifetime values of the business' customers. In short, it should help build customer equity. Value equity, brand equity, and relationship equity all drive customer equity, and these drivers include every possible marketing expenditure. By focusing on the drivers that have the greatest impact on customer equity, a firm can focus its efforts most efficiently to grow its customer equity and add to the firm's value.


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