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| Author: | O'Malley, L. Mitussis, D. |
| Title: | Relationships and technology: strategic implications |
| Journal: | Journal of Consumer Policy
2002 : SEP, VOL. 10:3, p. 225-238 |
| Index terms: | RELATIONSHIP MARKETING CONSUMER MARKETS INFORMATION TECHNOLOGY CULTURE |
| Language: | eng |
| Abstract: | The customer relationship management (CRM) rhetoric is powerful and persuasive. The rhetoric typically positions advanced computer solutions as a way of implementing the relationship management ideal in mass consumer markets. However, this paper argues that the ethos of relationship management is a necessary cultural precursor to effective CRM. Moreover, in the absence of corporate- wide buy-in to the ethos, the implementation of suitable information systems can be fraught with political difficulty. Consequently, unless the ideal of relationship marketing is engrained within a firm or if a firm is unwilling to undergo the required cultural change, it is prudent for firms to drop the 'relationship' rhetoric and limit their focus to advanced database marketing. |
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