IT enabled marketing: a framework for value creation in customer relationships
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 December 1997
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.
Keywords
Citation
Peters, L.D. (1997), "IT enabled marketing: a framework for value creation in customer relationships", Journal of Marketing Practice: Applied Marketing Science, Vol. 3 No. 4, pp. 213-229. https://doi.org/10.1108/EUM0000000004459
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited