Manchester Metropolitan University's Research Repository

Customer-centric strategic planning: integrating CRM in online business systems

Gurău, Călin, Ranchhod, Ashok and Hackney, Ray A. (2003) Customer-centric strategic planning: integrating CRM in online business systems. Information Technology and Management, 4 (2-3). pp. 199-214. ISSN 1385-951X

File not available for download.


Customer Relationship Management (CRM) is increasingly found at the top of corporate agendas. Online companies in particular are embracing CRM as a major element of corporate strategy, because online technological applications permit a precise segmentation, profiling and targeting of customers, and the competitive pressures of the digital markets require a customer-centric corporate culture. The implementation of CRM systems in online organisation determines a complex restructuring of all organisational elements and processes. The strategic planning process will have to adapt to new customer-centric procedures. The present paper analyses the implementation process of a CRM system in online retail businesses and develops a model of the strategic planning function in a customer-centric context.

Impact and Reach


Activity Overview
6 month trend
6 month trend

Additional statistics for this dataset are available via IRStats2.


Actions (login required)

View Item View Item