Citation:
Lynette Ryals, Simon Knox, Cross-functional issues in the implementation of relationship marketing through customer relationship management, European Management Journal, Volume 19, Issue 5, October 2001, Pages 534-542.
Abstract:
There is a major change in the way companies organise themselves as firms switch
from product-based to customer-based structures. A key driver of this change is
the advent of Customer Relationship Management which, underpinned by information
systems convergence and the 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 service sector; the
organisational issues of culture and communication, management metrics and
cross-functional integration — especially between marketing and information
technolog