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Customer Relationships: Changing the Game: CRM in the e‐World

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 February 2000


Emerging technologies have enabled companies to collect, store, and analyze customer information in ways that have greatly improved their ability to attract and retain customers. Enterprises can practice effective customer relationship management (CRM) by using analytical techniques to implement customer treatment strategies based on predictive modeling that draws on a wealth of data about customer behavior.


Butler, S. (2000), "Customer Relationships: Changing the Game: CRM in the e‐World", Journal of Business Strategy, Vol. 21 No. 2, pp. 13-14.




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