The Past, Present, and Future of Customer Management

17 Pages Posted: 12 Sep 2019 Last revised: 2 Jun 2020

See all articles by Elliot Shin Oblander

Elliot Shin Oblander

Columbia Business School

Sunil Gupta

Harvard University - Business School (HBS)

Carl F. Mela

Duke University - Fuqua School of Business

Russell S. Winer

New York University (NYU) - Department of Marketing

Donald R. Lehmann

Columbia Business School - Marketing

Date Written: April 3, 2020

Abstract

For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior and response to marketing, established the link between customer behavior and firm performance, and proposed policies to optimize customer management activities. This paper overviews customer management research, from its historical origins to its recent developments. We identify promising directions for future research, with an emphasis on novel data sources, online marketplaces, and new technologies; additionally, we highlight the privacy and fairness considerations that come with these developments.

Keywords: Customer management, Customer relationship dynamics, Customer lifetime value, Direct marketing

Suggested Citation

Oblander, Elliot Shin and Gupta, Sunil and Mela, Carl F. and Winer, Russell S. and Lehmann, Donald R., The Past, Present, and Future of Customer Management (April 3, 2020). NYU Stern School of Business, Columbia Business School Research Paper Forthcoming, Available at SSRN: https://ssrn.com/abstract=3445241 or http://dx.doi.org/10.2139/ssrn.3445241

Elliot Shin Oblander (Contact Author)

Columbia Business School ( email )

New York, NY 10027
United States

HOME PAGE: http://elliotshinoblander.com

Sunil Gupta

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Carl F. Mela

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-7767 (Phone)

Russell S. Winer

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States
212-998-0540 (Phone)
212-995-4006 (Fax)

Donald R. Lehmann

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

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