Skip to main content

Collaborative CRM: A missed or a mythical opportunity

Buy Article:

$44.95 plus tax (Refund Policy)

This paper considers the way in which retailers and manufacturers work together to maximise sales. The paper highlights key issues surrounding the successful development of customer relationship management (CRM), and explores these issues with practitioners from a range of leading retail and manufacturing companies in order to identify possible solutions. The results of the analysis show that real collaborative CRM is only possible through aligning attitudes and measurements while acting independently to create combined consumer benefit.Journal of Direct, Data and Digital Marketing Practice (2008) 9, 354–362. doi:10.1057/dddmp.2008.3
No References
No Citations
No Supplementary Data
No Article Media
No Metrics

Document Type: Research Article

Publication date: 01 June 2008

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more