Internet usage continues to explode across the world with digital becoming an increasingly important source of competitive advantage in both B2C and B2B marketing. A great deal of attention has been focused on the tremendous opportunities digital marketing presents, with little attention on the...

Intro -- CUSTOMER VALUE MANAGEMENT: Some Reflections and Future Trends -- INHALT -- 1. Introduction -- 2. Customer Value Management -- 2.1 Customer Value Management Process -- 2.2 Research and Major lessons from CVM research -- 2.3 Six Important Lessons for Practice -- 3. Customer Based Models...