Managing Customers for Value
介绍了一期关于“管理客户以创造价值”的特刊，概述了企业在理解、实施成功客户管理策略时面临的八大挑战，并提出了一个组织框架来整合特刊中的各篇文章，最后给出了未来研究议程。
This article provides an introduction to and overview of this special issue on “Managing Customers for Value.” The field of customer management has grown rapidly in recent years, with significant research examining approaches with which firms can manage customers as key assets. Starting with the notion that firms seek to maximize customer lifetime value and customer equity, the authors identify eight key challenges that firms and researchers face in understanding, managing, and implementing successful customer management strategies. The authors then present an organizing framework and use it to offer an overview of the rest of the special issue, outlining how each of the remaining articles in the special issue (each addressing one of the key challenges) fits into the framework. Based on a synthesis of the overall insights from the articles, the authors conclude with a research agenda that highlights potentially fruitful avenues for further investigation.