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| Author: | Wells, J. |
| Title: | Managing information technology (IT) for one-to-one customer interaction |
| Journal: | Information & Management
1999 : JAN, VOL. 35:1, p. 53-62 |
| Index terms: | INFORMATION TECHNOLOGY MANAGEMENT CUSTOMERS |
| Language: | eng |
| Abstract: | A one-to-one marketing paradigm has emerged that suggests organizations will be more successful if they concentrate on obtaining and maintaining a share of each customer rather than a share of the entire market, with information technology (IT) being the enabling factor. This paper presents four key elements that provide the necessary steps that allow an organization to position its people, business processes, and information systems to establish and take advantage of this emerging paradigm. |
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