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| Author: | O´Leary, C. Rao, S. Perry, C. |
| Title: | Improving customer relationship management through database / Internet marketing - a theory-building action research project |
| Journal: | European Journal of Marketing
2004 : VOL. 38:3-4, p. 338-354 |
| Index terms: | ACTION LEARNING CUSTOMER RELATIONS INTERNET MARKETING |
| Language: | eng |
| Abstract: | To improve customer relationship management, firms have begun to use the Internet to procure customer information in their database marketing processes. This article applies an action research approach to develop a new framework how to obtain customer information. The action research project was performed in an Australian database company. Research also shows that top management support, collaboration between marketing and IT teams and organizational culture need to be in place to guarantee a supportive environment which is critical for the success of the integration. |
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