Here are some of his prominent works:
Books:
* Customer Relationship Management: Concepts, Strategy, and Tools (with Kathy N. Lemon and Valarie A. Zeithaml): This is a seminal work on CRM, offering a comprehensive overview of the field and its implications for businesses.
* Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (with Valarie A. Zeithaml and Katherine N. Lemon): This book provides a framework for measuring marketing performance and setting goals for achieving desired outcomes.
* Driving Customer Equity: How Customer Relationship Management Creates Value (with Kathy N. Lemon and Valarie A. Zeithaml): This book explores the link between CRM and customer equity, highlighting the importance of customer relationship management in driving long-term value for businesses.
* Customer Loyalty: The New Marketing Mantra (with Kathy N. Lemon and Valarie A. Zeithaml): This book emphasizes the importance of customer loyalty in today's competitive market and provides strategies for building and maintaining loyalty.
Articles:
Roland T. Rust has published numerous articles in leading academic journals, including the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, and Harvard Business Review. His research has been widely cited and has contributed significantly to the field of marketing.
Other Contributions:
* He is also a frequent speaker at industry conferences and events.
* He is a consultant to several companies, helping them develop and implement CRM strategies.
* He is a founding member of the Customer Relationship Management Institute.
Overall, Roland T. Rust is a leading expert in the field of customer relationship management and marketing analytics. His work has had a significant impact on both academic research and business practice.