Saarijärvi, Hannu; Karjaluoto, Heikki; Kuusela, Hannu - In: Marketing Intelligence & Planning 31 (2013) 6, pp. 584-600
Purpose – Customer relationship management (CRM) developed a separate identity as a result of companies utilising customer data in managing customer relationships. In this evolution, CRM became a heavily company-oriented construct: customer data were used instrumentally to serve companies’...