Handbook of Research on Customer Equity in Marketing
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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.
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Chapter 19: Interaction orientation and complaint handling

Girish Ramani and George Knox


Marketing managers have had to reinvent their marketing practices during the last decade to cope with the disruption of traditional marketing channels and the reintegration of customers and marketers in an Internet-driven eco-system. The marketing environment today allows unprecedented and often uncontrolled levels of interactivity. A new breed of companies such as Google, Amazon, Apple, and Facebook can be credited with possessing the necessary firm-wide interaction orientation that has helped them set new rules of business and emerge as the exemplars of modern marketing. Several other firms, like Zappos (subsequently acquired by Amazon; Weisul, 2005), Express Scripts, and Whole Foods owe at least some of their success to their adopting an interaction orientation.

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