Handbook of Research on Customer Equity in Marketing
Show Less

Handbook of Research on Customer Equity in Marketing

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

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

Raji Srinivasan


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.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.