TY - JOUR
AU - Mitussis, Darryn
AB -  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. 
TI - Relationships and technology: strategic implications
JF - Journal of Strategic Marketing
DO - 10.1080/09652540210152521
DA - 2002-01-01
UR - https://www.deepdyve.com/lp/taylor-francis/relationships-and-technology-strategic-implications-7kCgjOBran
SP - 225
EP - 238
VL - 10
IS - 3
DP - DeepDyve
ER -