Relationships and technology: strategic implications

摘要: The customer relationship management (CRM) rhetoric is powerful and persuasive. typically positions advanced computer solutions as a way of implementing the ideal in mass consumer markets. However, this paper argues that ethos necessary cultural precursor to effective CRM. Moreover, absence corporate-wide buy-in ethos, implementation suitable information systems can be fraught with political difficulty. Consequently, unless marketing engrained within firm or if unwilling undergo required change, it prudent for firms drop 'relationship' limit their focus database marketing.