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What is Customer Life Value

Chapter 11
Advancing SMEs Toward E-Commerce Policies for Sustainability
Is the overall value of a customer to a company throughout the duration of their relationship.
Published in Chapter:
Digital Marketing and the Sustainable Performance of Small and Medium Enterprises
Edna Mngusughun Denga (American University of Nigeria, Nigeria) and Sandip Rakshit (RMIT University, Vietnam)
Copyright: © 2023 |Pages: 22
DOI: 10.4018/978-1-6684-5727-6.ch011
Abstract
Contemporary marketing innovation embraces digital platforms, and irrespective of where SMEs operate, they are confronted with highly volatile, competitive, and dynamic market conditions. Research shows businesses cannot become profitable and competitive without implementing appropriate digital marketing strategies. By utilizing digital tools, SMEs can identify, engage, market, and successfully sustain consumer relationships. Therefore, the chapter analyzes literature to identify the various digital marketing strategies SMEs can adopt, the benefits they stand to gain, and the potential direct and indirect effects on SME performance.
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