Chapter 17: There s No Free Lunch

Chapter 17: There’s No Free Lunch

1. Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon, Driving Customer Equity—How Customer Lifetime Value is Reshaping Corporate Strategy. Copyright 2000 by Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon. Reprinted with permission of The Free Press, an imprint of Simon & Schuster Adult Publishing Group.

2. Katherine Lemon is assistant professor of marketing at the Carroll School of Management, Boston College. She can be reached at [e-mail]. Roland Rust is the David Bruce Smith Chair in Marketing and director of the Center for E-Service at the R. H. Smith School of Business at the University of Maryland. Valarie Zeithaml is Roy and Alice H. Richards Bicentennial Professor and Area Chair of Marketing at the Kenan-Flagler School of Business at the University of North Carolina.