Valuing Customers

Sunil  Gupta; Donald R. Lehmann; Jennifer A. Stuart

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Article | Journal of Marketing Research (JMR)

Valuing Customers

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

Keywords: Value; Customers;

Format: Print

12 pages

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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.)

About the Author

Sunil Gupta

Edward W. Carter Professor of Business Administration
Chair, General Management Program

Marketing

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