Publications
Publications
  • Article
  • Journal of Marketing Research (JMR)

Valuing Customers

By: Sunil Gupta, Donald R. Lehmann and Jennifer A. Stuart
  • Format:Print
  • | Pages:12
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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.)

About The Author

Sunil Gupta

Marketing
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