IT enabled marketing: a framework for value creation in customer relationships

Abstract

Seeks to address the challenge of aligning IT systems and their use with the arena of value creation in customer relationships . It begins by characterizing value in customer relationships as being viewed along two dimensions; that of potency and of time. The interaction of these dimensions, and the implications for enhancing value as a result of these interactions are discussed. The impact of information technology (IT) on acquiring and utilizing customer information in consumer markets, and the ways in which it may facilitate the influence of outside environments upon customer/firm relationships is also explored. In conclusion, as marketing activity and value creation becomes IT driven, managers will be required to integrate both product and market knowledge in a more dynamic environment where customer input is critical, in order to enhance value in customer relationships.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 37 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.