Article | Journal of Marketing Research (JMR)

Valuing Customers

by Sunil Gupta, Donald R. Lehmann and Jennifer A. Stuart

Keywords: Value; Customers;

Citation:

Gupta, Sunil, Donald R. Lehmann, and Jennifer A. Stuart. "Valuing Customers." Journal of Marketing Research (JMR) 41, no. 1 (February 2004): 7–18. (Winner of the 2009 William F. O'Dell award from the Journal of Marketing Research.)