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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

IT Support for Customer Relationship Management

IT Support for Customer Relationship Management
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Author(s): Robert Winter (University of St. Gallen, Switzerland)
Copyright: 2004
Pages: 4
Source title: Innovations Through Information Technology
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59140-261-9.ch201
ISBN13: 9781616921255
EISBN13: 9781466665347


Since the mid 1980s marketing has no longer merely concentrated on the design of individual interactions but has also considered or even focused on the design of the entire customer relationship (cf. e.g. Dwyer and Schurr and Oh 1987; Rogers and Peppers 1994; Peter and Schneider 1994). Against the background of increasing purchaser power in saturated, transparent markets, this reorientation is obvious from today’s standpoint: after all, individual transactions or interactions are normally based on a comprehensive, long-term customer (or supplier) relationship. Unlike transaction marketing, which considers the individual transactions in isolation and where the emphasis is on winning customers and selling, relationship marketing therefore concentrates on the long-term maintenance of the customer relationship, i.e. customer retention (Schulze 2000, 12-13).

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