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Collaborative CRM: A missed or a mythical opportunity

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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
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Document Type: Research Article

Publication date: 01 June 2008

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