Here are the Managing the Change from Marketing Planning to Customer Relationship Management journals presenting the latest research across various disciplines. From social sciences to technology, each article is expected to provide valuable insights to our readers.
IN THIS ARTICLE
we draw upon our wide-ranging research into customer relationship marketing and the use of information systems and services at the interface with the customer. Our main source is the first results of a new IBM-sponsored research programme at the Surrey European Management School, University of Surrey. The programme is called "Close to the customer--using emerging technologies to recruit, satisfy and retain profitable customers". It focuses on how large businesses are combining new information and communication technologies with relationship marketing ideas to manage their customers better and to allow their customers to manage them better. The aim of the research is to develop a model to help companies to plan the use of IT to manage their customers. Our research is qualitative, because the matters we are probing are commercially sensitive and reaching quantitative conclusions would be difficult, due to very selective sampling. Often, we can gain cooperation only because we are known and trusted by the respondents or recommended to them by one of their trusted suppliers of systems or marketing services.
https://www.sciencedirect.com/science/article/abs/pii/0024630196000611?via%3Dihub
https://doi.org/10.1016/0024-6301(96)00061-1