This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...

Purpose – The purpose of this paper is to address two questions: what is the difference between relationship processes and purely product-oriented processes? And to answer this question we should bear in mind what we mean by relationship, and why a customer is willing to establish and maintain a relationship at all. Design/methodology/approach – An empirical analysis subjected the motives of cu...

This paper proposes a system developer‟s perspective of the Citizen Relationship Management (CiRM) system implementation framework in the Malaysian local governments. The framework was developed based upon two in-depth cross-case studies which were conducted in two leading local governments in Malaysia. In addition to confirming the familiar determinants found in the literature, the paper also ...

Educational metadata can significantly assist the effective retrieval of educational resources. Currently, there are a number of tools for educational metadata authoring, facilitating the manipulation of educational metadata files. This paper outlines the requirements, and proposes an architecture for the development of a compete LRM management system which go beyond metadata authoring, support...

Since information products have unique cost structure and characteristics, namely, high fixed cost and low variable cost, the traditional pricing strategy based on marginal cost theory can not be applied by the producers. This paper indicates a new principle of pricing--customer value (CV) principle. Based on the principle, the producers can execute a number of different pricing strategies to m...

The paper aims at assessing how can location based mobile support systems support salespersons ́CRM efforts when they are operating within a highly mobile work environment. The paper is structured as follows. In the first section the paper conceptualises key properties of location based mobile support systems. It then introduces the dual role of salespeople in CRM through a brief literature rev...

Real-time technology has the capability of symbolising both customers and call center representatives (and the moment of interaction), purely by/as numbers, or forms. The pinnacle of this data processing is customer relationship management (CRM), where the digitised data is assembled so as to reproduce a mimetic model of the customer. This could be seen as a metamyth (Adams & Ingersoll, 1990) t...

When a firm implements analytical CRM, the value of a customer is assessed by profitability analysis. In a sense, a firm retains profitable customers but “fires” unprofitable ones. In this paper, we show that this typical customer selection strategy is not appropriate for a firm of goods and services that exhibit network externalities because of the strategic network value of unprofitable custo...

a r t i c l e i n f o Keywords: Customer relationship management IT alignment CRM strategy IT infrastructure Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. A CRM strategy involves the entire enterprise and is employed on an ongoing basis. Despite the fact that CRM...