Customer equity and value management of global brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a Journal of Business Research Special Section

Academics and practitioners show much interest in the topic of customer value management (CVM): using customer level data to drive customer behavior and customer acquisition and retention decisions in order to optimize the total value of current and future customers. With the incredible growth in data availability and data analytic capabilities, CVM is now a reality for many firms who use it to implement and extend their customer relationship management (CRM) programs. This Special Section gathers several state-of-the-art research studies on CVM, providing a statement of our theoretical knowledge of this topic at this time as well as a foundation to guide future CVM research studies.