Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate StrategyIn their efforts to become more customer focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity", a strategic framework designed to maximize every firm's most