Table of Contents

Handbook of Research on Customer Equity in Marketing

Handbook of Research on Customer Equity in Marketing

Research Handbooks in Business and Management series

Edited by V. Kumar and Denish Shah

Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizing firm performance. Drawing upon the wisdom of a global pool of leading scholars, the book serves as a comprehensive and authoritative guide on customer lifetime value and customer equity for marketing researchers, practitioners, and students worldwide.

Chapter 16: Customer equity management – opportunities and threats from new technologies

Raji Srinivasan

Subjects: business and management, marketing

Extract

Diverse technological developments across information technology, biotechnology, nanotechnology, and satellite communications technology have the potential not only to affect products and services, but also consumers’ behaviors and firms’ strategic advantages, with important economic and policy implications. Emerging technologies dramatically affect firms, markets, and marketing as we know them. Indeed, while some firms have benefited from the effects of emerging technologies, other firms, and sometimes even industries, have been overwhelmed by them. Today, a wave of new technologies, enabled by the Internet, mobile telephony, and related technologies are forcing companies to completely re-engineer the way they conduct business generally, but also specifically in the way in which they manage customer relationships.

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