The essence of the information technology revolution, and in particular, World Wide Web is the opportunity provided by the companies to choose how they interact with their customers. Your enables companies to build better relationships with customers than has been previously possible in the offline world. This revolution in the customer relationship management (CRM) has been referred to as the new "mantra" of marketing. But the problem is that CRM means different things to different people. This paper develops an integrated model of CRM include seven steps: creating a database, database analysis, customer choice, customer targeting, relationship marketing, privacy issues, and new indicators are needed to assess the CRM efforts. CRM also discusses the implications for future marketing organizations. "Hide
by Russell S. Winer Source: California Management Review 18 pages. Publication Date: July 1, 2001. Prod. #: CMR209-PDF-ENG
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