Article | Harvard Business Review | July – August 1996

Manage Marketing by the Customer Equity Test

by Robert C. Blattberg and J. A. Deighton

Keywords: Marketing; Customers;

Citation:

Blattberg, Robert C., and J. A. Deighton. "Manage Marketing by the Customer Equity Test." Harvard Business Review 74, no. 4 (July–August 1996): 136–144.