Cross-Functional Issues in the implementation of relationship marketing through customer relationship management
By: RYALS, Lynette
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Contributor(s): KNOX, Simon.
Material type: 
ArticlePublisher: 2001Subject(s): Customer Relationship Management | Cross functional Integration | Information Technology | Relationship MarketingEuropean Management Journal 19, 5, p. 534-542Abstract: There is a major change in the way companies organise them selves as firms switch form product-based to customer-based structures. A key driver of this change is teh advent of Customer Relationship Management which, underpinned by information systems convergence and teh development of supporting software, promises to significantly improve the implementation of Relationship Marketing principles. In this paper we explore the three main issues that can enable (or hinder) the development of Customer Relationship Management in the servie sector; the organisational issues of culture and comunication, management metrics and cross-functional integration - especially between marketing and information technology
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There is a major change in the way companies organise them selves as firms switch form product-based to customer-based structures. A key driver of this change is teh advent of Customer Relationship Management which, underpinned by information systems convergence and teh development of supporting software, promises to significantly improve the implementation of Relationship Marketing principles. In this paper we explore the three main issues that can enable (or hinder) the development of Customer Relationship Management in the servie sector; the organisational issues of culture and comunication, management metrics and cross-functional integration - especially between marketing and information technology
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